Gosling's Grouse: What's in a name?

What would you call your asset management business if you were launching one? I would call mine Gosling Asset Management, which I could shorten to GAM, but then again a very good group called GAM was already in existence long before upstarts like me tried to get in on the act.

This is the problem, most logical names have already gone, so I do have a bit of sympathy with AEGON in trying to find a suitable new name. You could go for the obvious – Standard Life Investments, for example, which does what it says on the tin. Or you could go for a slightly clumsy acronym such as SWIP – Scottish Widows Investment Partnership, because the more logical Scottish Widows Investment Management (SWIM) does not work. Or you could go for Perpetual or Fidelity – simple, positive words that are timeless. AEGON did not have a lot of wriggle room, and went down the route of l...