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People have a thing about celebrities’ birth names. Shoptalk remembers the kid in junior high who knew that Bob Dylan was Robert Zimmerman—never did a pimply hanger-on so suddenly seem like a keeper of vast and mysterious knowledge. People are less excited about companies’ name changes. So Sparky’s Garage, a boutique in Leesburg, Va., is smart to use celebs in announcing the rebranding of PlanetGov (a company that sells technology to the government) as Apptis.
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