In 2009 insurance company Norwich Union changed its name to Aviva. Briefed to communicate this so it would seem like a positive rather than a hassle, I was one half of the team that hit on using the example of celebrities who only found real success after changing their names. Walter Willis, Richard Starkey and Eleanor Gow (better known as Bruce Willis, Ringo Starr and Elle McPherson) helped us make the point. As Dame Edna Everage pointed out, Edna was a shy retiring little thing, but as Dame Edna she conquered the world.