Remarks: PR and advertising pros insist that “branding” is of the utmost importance---companies go through extensive branding exercises to find the best name, and implement strategies at great cost to protect their brand, lest it lead to confustion. So what’s with Canada Games willy-nilly changing the name of Grand Parade to “Celebration Square” for the duration of the Games? And what’s wrong with the original? It’s grand! Everyone loves a parade! Canada Games hasn’t responded to queries.