A great movement starts with a spark.
A reckless, ridiculous idea which says that somehow, something remarkable can happen, and we can achieve it if we can find the creativity, ingenuity, positivity and other words that end in 'ity'.
Kelly conceived the name 'Rubber Cheese' during a spectacular meal at a friend's house. The food was superb, the wine top notch, and the conversation really fun, in the way your best friends allow to happen. No waiting for your turn to speak, just the free expression of the minor, major and obscure everyday things that happen to us all. And occasional filthy jokes (I think we've all experienced the high-pitched shriek of someone who's sitting so close that your ear on that side is rendered useless for the next thirty minutes).
Following the magnificent dessert, a huge range of cheese and crackers was presented, and Kelly experimented with the bizarre combination possibilities. As a prank, the host had placed a fake cheese on the cheeseboard, which apparently they did every time new people were invited round. It had become an in-joke, and while not particularly genial, it made Kelly think. She'd tried to come up with a name for her company that simultaneously summoned images of quality, professionalism and originality, but in this moment she thought:
"What is creativity?"
The rubber cheese was silly, a child's joke. Kelly realised that true creativity is a child-like state, with not only a healthy disregard for rules and convention, but a place where 'silly' doesn't exist. Because 'silly' is where the very best ideas come from. The great innovators presented ideas that their peers ridiculed until they were discovered to have the value and significance their originators knew from the start.
The name 'Rubber Cheese' deliberately defies logic. It doesn't care what you think, as long as you think. And that's what makes a great name.