Brewdog is one of the few large brands in the UK viewed as truly authentic. It may be their plaid-wearing, bearded-yet-somehow-still-not-hipster public bosses, or it could be their punk-yet-nice products. Or it could be some very smart marketing. Who’s to say? Either way, they’ve just managed to enter into a legal battle where they’re 90% in the wrong, and emerge looking like the world’s nicest guys. This is some smart proof about how little things (in this case: two men legally changing their names to Elvis) can have a large positive impact on a brand. You know what they say – live the brand. It could end up getting you some great free PR, and a swell new name too.