"Do you think I should change the name of the business?" asked the chairman of the improbably-sized investment company Prandeamus Asset Management when I dropped by to see him this week. "Why ever would you do that?" I asked. "You've only been using it five minutes."
"But don't you think some people might find ‘Prandeamus' a little incomprehensible, obscure or even pretentious?" he persisted. "I'd imagine a lot of people find it all three," I replied. "In other words, it's perfect for the business. OK, I accept not everybody can carry off a brand name that is Latin - especially the Latin subjunctive - but, if anyone can, it is you. And anyway, what's not to like about an asset manager called ‘Let's do lunch'? Personally, I think it's adorable." "Well, obviously it's adorable," said the chairman. "I just worry it isn't very ‘now'?" "But ‘Prando's' ...
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