What's in a name? Well if you're anything like The Apprentice runner-up Luisa Zissman, it's your job, your career and your future livelihood.
Luisa caused a stir this week when she announced she would be dropping the apostrophe from her company's name, Bakers Toolkit, which is due to launch in November.
It came after she asked her followers to help her out with a small grammatical dilemma.
"Is it bakers toolkit or baker's toolkit with an apostrophe?!" she posted on the social networking site.
Twitter erupted and the 24-year-old then tweeted: "Very split opinion now on apostrophe it's not a particular toolkit for one baker - so that would make it bakers'? I like the look of bakers."
She then decided to ditch the apostrophe entirely and posted an image of how her new logo would look.
Luisa's English language woes aren't the only thing to have landed her in hot water recently, as she's also had topless pictures uncovered on the internet.
However, she told the BBC that she is not ashamed of her wild past.
"I hope people look at me and realise you can have a pretty wild, partying past and still be very, very good at what you do," the mum-of-one said in her interview.
"I'm not ashamed of what's out there about me. I'm very, very comfortable with the decisions that I've made."
She went on to compare her behaviour with that of the other Apprentice contestants.
"I think everyone else is just really boring. I didn't realise how clean cut everybody else would be compared to me."
Since coming second to Leah Totton in the hit BBC1 show, Luisa has capitalised on her new-found fame and did a poolside photoshoot with heat magazine – but only after OKing it with her business backers.
"I've had quite open, honest and frank conversations with them. I said to them, 'I'm doing this photoshoot, would that put you off investing?'"
One thing's for sure: Luisa does not shy away from publicity. And with the launch of Bakers Toolkit, we can expect to see a whole lot more of her over the coming months.