This is a quote from one of my most important early mentors, Ian MacMillan (Mac). As Shakespeare put it, “a rose by any other name is still a rose.” The negative is true as well though – a “dog” by any other name (or in any other disguise) is still a dog. Don’t kid yourself. Don’t try to dress up a dog as a cat or a peacock. More importantly, don’t try to dress up a cubic zirconia as a diamond. It is what it is – don’t try to deceive your market – it’s may bring you short-term success (and legal problems, if you’re not careful), but it’s not a long-term, advisable solution. If it’s cubic zirconia you are selling, let the market know that you have the best ones in the world, at the best price, etc, but don’t try to tell them they’re diamonds – people are not stupid and in the long run, deception, even if not intended to be malicious, will come back to bite you. I’m not advocating underselling here; rather I’m advocating honesty and integrity in how you approach the market. It will be in your best interest in the long run..