“What’s in a name? That which we call a rose by any other name would smell as sweet.”
Shakespeare’s quotation in his play about two adolescent star-crossed lovers whose families were riven by competitive rivalry, demonstrates how naming and names hold great weight in terms of recognition and reputation – in the case of Romeo and Juliet it led to the ultimate catastrophic outcome, untimely death.
Naming a business or brand is no less significant. In the case of Burnt Toast Editorial it has a personal meaning aside from being slightly quirky. It was named for my mother who was a first-rate, world-class champion of making toast that was always, and I mean always, burnt. One day, however, I surpassed even her best efforts (eyes right). The photograph I took brings back many memories of my Rita, who inspired my deep love of the written and printed word and was one hellava woman.