products. The new name is: Folgers Gourmet Selections.

Years ago, if the company had tested the name Folgers Gourmet against a unique brand name like Starbucks, in our opinion, Folgers would have definitely won big.

Before Dietrich Mateschitz introduced Red Bull, he tested the name and concept. "People don't trust flavors, logos and brand names. I have never experienced such a disaster."

Still, Mateschitz recommended Red Bull, which is something a right-brain entrepreneur would do but most large companies would never do.

Rarely do large companies use unique, distinctive, and unique brand names such as Yahoo!, Amazon, Yellow Tail, Crocs, Gray Goose, Apple, and BlackBerry. Unique, distinctive, and unique brand names never perform well in tests.

This is not an indictment of the left-brain people at P&G. Most large companies act similarly. As a result, these companies have to buy back brands instead of launching their own brands.