In Shakespeare’s classic “Romeo and Juliet,” it was fair Juliet who quipped, “What’s in a name? That which we call a rose by any other name would smell as sweet.” While this may have held true for star-crossed lovers in Shakespearean times, the same doesn’t hold true for corporations operating today. Take BP for example. Even though BP has worked with the federal government to set up a $20 billion claims fund, the damage done to the BP name and reputation may be irreversible.
