The client came to us to advertise a new investment fund they were starting which was only going to invest in companies that were ethically and environmentally doing good. The name they had chosen was High Impact Investor. We didn’t think that was a very snappy name, particularly as they wanted to attract the general public as investors. As the fund was only going to invest in companies that do good, we suggested the name DUGUUD. From there all we had to do was make people aware of the name and their point of difference in a simple, memorable way. Hopefully, we did good.