Jerry Robinson

So, I'm thinking of a name for a villain that has a sense of humor. I thought of 'The Joker' as a name, and as soon as I thought that, I associate it with the playing card, as my family had a tradition of champion playing; my brother was a contract champion bridge player. There were always cards around the house.

So once I thought of the villain with a sense of humor, I began to think of a name and the name "the Joker" immediately came to mind. There was the association with the Joker in the deck of cards, and I probably yelled literally, 'Eureka!' because I knew I had the name and the image at the same time.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.

If you've done a bit of journalism, everyone assumes you must be moving into PR. We're absolutely not becoming a PR agency and we're not turning into Brunswick. We will remain SRU, but we will be owned by the Brunswick Group. It's quite different.