Naming your own naming company . . . now that's pressure. Following a review of the top naming/branding companies, Waldon's mission was to capture a name and tagline that would set a new tone, be definitive and spirited. A morph of "surname" and "tsunami" with a tagline relating to both origins was the easy winner, and Knubel's bold logo interpretation made the new identity an instantly comfortable fit for the ID duo. According to Waldon, the name Surnami captures the naming element and the big-wave branding capabilities the company offers . . . plus, it's fun to say, even when you're landlocked in Texas or Tennessee.

What do you call the most powerful luxury travel network in the world? That's the question that Waldon faced in 1999. Ultimately, Virtuoso was the answer, and the brand has taken off since its January 2000 launch. The name sets the tone. The tagline gives definition. The consumer and industry response has been remarkable. For more information, visit www.virtuoso.com.

In the early '90s, while working for Rosewood Hotels & Resorts, Waldon was challenged with naming one of London's cherished landmarks, the St. George's Hospital Building, situated across from Buckingham Palace and newly transformed into the world's top luxury hotel. Research in the great state of Texas revealed that the first structure on the site was The Lanesborough House, home of the Viscount Lanesborough. Waldon thought The Lanesborough was a fitting name, since the building was returning to a more residential nature. Today, The Lanesborough is one of the most successful and highly rated hotels in the world. While with Rosewood, Waldon corporately managed the brands for top trophy hotels including The Mansion on Turtle Creek, Hotel Crescent Court and La Samanna, for which Waldon directed the marketing relaunch in 1993. For more information, visit www.rosewoodhotels.com.

So you want to sell pet jewelry at Saks? Yes, one of Waldon's clients had a dream of making and selling pet jewelry at Saks Fifth Avenue . . . in the human jewelry department, no less. Waldon developed the name and sell-in strategy, which included an amazing hoax with faux issues of The New York Times. Ultimately, Petigree was sold in Saks Fifth Avenue nationwide, as well as in the retailer's catalogue.

In a role that Waldon now calls his version of an MBA, he stewarded a start-up bath, hair and skin care product line, which he named Earth Preserv. Launched on Earth Day 1994, Earth Preserv was sold nationally at JCPenney and health food stores for several years before being purchased by a Canadian distributor. The multi-million-dollar enterprise taught Waldon, the CEO, valuable lessons about brand association and distribution.