What's in a name? that which we call a rose By any other name would smell as sweet; W Shakespeare While a rose would smell the same regardless of it's name, meanings associated with the smell would change. As we change associations we alter experience and as in this case, a smell that caused thoughts of summer, love, celebrations can come to bring thoughts of darkness, haltered and so on. Join us as we look at the power of names and their ability to shape our thoughts and change our experience.