Twenty-five years ago when I started D² Enterprises, it never would have occurred to me that using my own name would ultimately turn out to be a better branding strategy. The University of Michigan was directing receptive students such as myself to think MBA en route to Blue-Chip employment with some global corporate firm. If, God forbid, one did take the entrepreneurial path, then by all means recognize the importance of at least trying to look like a big corporation. Thus my partner and I each contributed the lead initial from our first names, leveraging the A² monikker already...


