The name "Jason JLabAudio" has a certain ring to it—and some potentially serious bling to it. The currently named Jason Sadler stands to make $34,500 by changing his name to that of a headphone supplier, but he could take in even more if JLab Audio gets outbid on his naming rights. Best known as the guy behind IWearYourShirt.com, Sadler is hosting an Internet auction for brands to buy his last name. Bidding ends Dec. 12, after which Sadler will officially change his name on everything from his driver's license to his social media profiles. "BuyMyLastName.com is another step in the direction of pushing that human advertising element," he tells AdFreak. "It's not a face tattoo or anything ridiculous. I'm looking for brands who jump on board with unique marketing ideas and want to make a splash." Of course, there are limits. "If you want to make my name Jason MacaroniCasserole, that's fine, but I won't be accepting bids for last names I don't want," Sadler says. So religious groups, political causes and porn purveyors need not apply. "This is where I've drawn the line between being a sell-out and creating a unique marketing opportunity," he says. Sadler's an expert at getting brands publicity by wholesome, quirky means. In 2009, he built a name for himself by wearing a different business's T-shirt each day and posting pictures of his outfit online. It evolved into a full busines, IWearYourShirt, which now employs several shirt-wearers and offers all manner of blogging, videos and social outreach for clients. And he's always looking to expand. "I thought about doing IWearYourHat, IWearYourPants, etc. But after thinking about it for a few minutes, it felt like a really stupid idea," he says. Sadler focused on his surname because it's the "biggest part" of his personal identity, and therefore likely to generate considerable awareness and bucks. "Tons of people have told me I'm an idiot for trying to sell my last name," Sadler says. "I think I'm willing to push the envelope further than most and willing to see it through. More companies could benefit from doing the same, instead of adding to the noise." Sadler reports revenue of $500,000 for 2011, up from $200,000 the previous year and $84,000 in '09. Hmm … You know, "Gianatasio" is no picnic, name-wise. Depending on Sadler's final price point, maybe I'll consider a future as David Hewlett-Packard.
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