Greek and Roman gods evoked fear, awe and envy. Their names now control trillions of dollars of your money.

An article in Pensions & Investments explains why so many asset managers turn to mythology for their brand names.

In it, Dan Sondhelm, founder and CEO of Sondhelm Partners, shares some insights:

“The names project power without being obvious about it,” he said. “Most clients don’t need to know the detailed mythology. The names just need to sound elevated and important.”

Read more and see what else Dan had to say.