Sitting across from me on the subway, a young woman, dressed to look as if she stepped out of a Gidget movie of the 60’s. What caught my attention was her shopping bag with the words Urban Decay on the side. I could not figure out what sort of store that might be. Then she pulled from the bag a rectangular blue box about the size of a Kindle only thicker and opened one end. She slid out what appeared to be a velvet covered box which she opened, making half of it the lid and half the bottom. The box closed was not thicker than an inch and a quarter. She looked at the contents so very carefully. She tipped it toward her, some what away from her, but in all the movements I could not see what the box contained. Was it an ipad sort of content, or a dvd player or a small computer? Affixed to the top of the blue box were the stylized initials UD which, had I not seen the bag, would have read as WD. After five minutes, she closed the velvet box and slide it with concern back into the exterior box and closed the end flap. As she was closing the flap, I could see faint circles on the bottom of the box, and they appeared to be in shades of red or coral. It was fascinating that I had no idea what the store sold or what she had in her hand, based on the name. One of the first tenants of marketing… does your name describe your product. Perhaps if you are early 20’s it does, but it is learned, not intuited from the label.