Name Politicking", and other Pre-Production Era Horror Circus Acts

I never really made a big deal out of naming things or giving the things I did titles. To me it comes easy. But some people really split hairs over that kind of thing, because the name helps introduce or  break the ice of the brand. 

For instance, if you're working on a super-project under a code name, but you begin publishing bits and pieces of it online, and it catches on, you're going to want to  consider publishing AS THAT code name, seeing as if people are already responding to the code name, there might be no need to alter or change it after all. Some execs are so terrified of "confusing the market with more than one of the same name", the "name politicking" of the whole situation gets to the point of a actually coming across as attention whoring, ludicrous, and ridiculously annoying.

"SEE!? SEEE!!?? I have the same NAME/PROJECT TITLE (SIMILAR TO) as him, therefore we're ASS-OCIATES!"

Me: Well, you're an ASS-,....something. But that doesn't mean "you EARNED being associated with me"!