#13, 14, 17: Great creative designs. I've rejected the ones where the sequence of the words in the name has any degree of risk of getting wrong. We are dealing with straight hardened industrial customers - no nonsense types, don't want their brains stretched too far!
Is it too blatant to work in the monetary side? Our first proposition to customers is that we guarantee them cash savings. Its our number 1 brand message. Yet to see anyone bold enough to try this!