RESTRICTED -- There’s More to Naming a Company After Yourself Than Ego

An undated handout photo of Alex Donner, chief executive of Alex Donner Entertainment, playing with his band, Dec. 22, 2015. One of the great challenges for entrepreneurs who name their companies after themselves is serving their customers while expanding their business. (Alex Donner via The New York Times) -- NO SALES; FOR EDITORIAL USE ONLY WITH WEALTH MATTERS BY PAUL SULLIVAN FOR JAN. 6, 2018. ALL OTHER USE PROHIBITED. --