Hi everyone, I am facing a dilemma at the moment. I have a company with my partner so choosing the name was a team task, but at the moment I have to set up an other company for myself, regarding an other business. The problem is, I am quite "perfectionist" (in the bad way) for that kind of stuff, and I am afraid to pick a name that I would dislike in the future (and it could be soon!). So here is the point, the company would be working as an intermediary in commodity trades, mostly between Russians and Chinese. I was wondering if it was a good idea to give it your own name (like Smith & Co), at least you cannot wake up one morning thinking that your company's name is crap. The good point, to me, is that speaking with someone that have the same name as the company could convey trust (you are not hiding behind a Jersey-based holding with a random name). The bad point is that, generally speaking, I am not a big fan of publicity. After all, nobody (who know) is going to know this company except the people I'm working with, and there won't be any picture or anything about me or related to my name on internet, so... What's your point of view on that question?