What's in a name? The S & M team now turned their attention to the product launch. They needed a good brand name - it needed to be simple and clearly communicate the game's unique design and benefits. They considered "Cheater" (but considered it too negative), and "Bias" (too confusing). Finally, they agreed on "Head Start" - obviously, they still had to check whether they could register this name. If that was unavailable, they might just call it the S & M game instead. Once they had the name, they started looking at packaging design, board layout ideas, how to pitch the PR, a list of benefits (for the outside of the box) and so on ?