We emphasize, working with your brand is like open heart surgery. And we are careful with brands.
That starts at the beginning. When you do not have a brand yet, merely a label.
Case in point, a recent study regarding unconventional spelling:
https://news.osu.edu/unconventional-spellings-are-a-badd-choyce-for-brand-names/
Advertising and marketing people too often forget, their reason to be is increase sales. It is not art, it is not ego, it is not being funny for the sake of funny.
Unless your choice supports sales, it is wrong.