[billpatrianakos]

I'm wondering how far this goes and how it affects other areas of life. So you've branded yourself with a new middle name that's either made up or a variation on your real one. So when you open a PayPal account do you still use the new name? You mention this helps when signing up for things that end with you getting mail. So if you get mail sent to your new name and it's something you paid for, maybe it's a subscription, maybe not, then I assume companies begin knowing you by the new name and it eventually gets into your credit report.

I never realized how easy it is to change your name in such an unofficial way but still have it almost be taken as if it were official. After all, when you sign up for a subscription you can call yourself anything you like but still put the name appearing on your credit card in the payment area as these are often two different things. So then who gets the credit? The cardholder version of you or the new name version?

I think this is really interesting and may have implications beyond just brand management. Or maybe I'm reading into it too much?