With many, many apologies to Shakespeare, we ask: What’s in a political name? Arizona’s had its share of familiar sounding politicos – from Dean Martin to Paul Newman to Jerry Lewis.

And this fall, there’s a congressional candidate named Cesar Chavez. The candidate changed his name from Scott Fistler. He had run unsuccessfully for office under that name.

Catherine Alonzo, founding partner of the campaign consulting firm Javelina, says political branding isn’t all that uncommon from efforts in the business world. And, she says, that includes a candidate’s name.