If you have a cause to promote or a crusade to espouse, one of your best marketing moves is to give it a name. Are you opposed to something? Give it a name that will stir up like-minded people. (It’s not Health Care Reform anymore; it’s “Obamacare.”) Are you for something? Give it a sympathetic name. (Think “Megan’s Law” regarding registered sex offenders.) Of course, your cause or concern doesn’t have to be named for a person. And it doesn’t matter if it’s for-profit or not. The right name – one that conveys an emotion you want to instill in your audience – will go a long way toward giving your initiative the momentum it needs.