'What's in a name?' asks Juliet as she stands on the balcony talking to the night air and agonising about the hostility between Romeo's family and hers. Although Juliet comes to the conclusion that names do not, or should not, matter much, most people would say that names are very significant indeed. If they were not, then - to take a couple of examples - no one would ever be given a nickname nor would companies spend time and money coming up with titles for new products. In other words, a name is not an arbitrary collection of syllables but reflects some inner quality or attribute of that which it names - or so we often think. From here the process spreads outwards whenever the name taken from a person, place or product is used to characterise something else...