Names mean things

But sometimes they don’t mean anything more than that a name’s been given to something. Take Telstar Logistics, a “branded alter-ego” some guy has made up — which lets him park in loading zones, give away branded pens and t-shirts as gifts, and generally look like he belongs places that he really doesn’t.

It’s really tempting to think up something like this. Serval Systems, for example — or maybe something else. I do tend to use “Putti, Unlimited” as a company name when I have to put one in on forms. It’s interesting what sort of junk mail eventually arrives for me under that name …