Here is an article about branding, specifically about naming magazines.  There is a quote from Gruner + Jahr about picking ROSIE for a magazine.  See my previous blurb on ROSIE.  I had made the point that when a joint venture picks a name, it has to envision the joint venture not working out, and therefore should choose a name that could still be used by either joint venturer or a third party.  OK, I said my piece.