What's in a name, squirrel?

Let's face it, squirrels seem to sell themselves. Anyone who's seen their acrobatics under (or atop) a tree, or been cornered by their hard-sell nut-begging behavior that cries out, "we don't take 'no' for an answer," knows this. You buy into their gambit even without realizing it.

So it's only natural that human marketers would harness a little squirrel power behind some more everyday people-pleasing commodities, everything from beer and wine to candies and even a music group.

Take Mad Squirrel Chardonel, for instance. This is a wine produced by Mary Michelle wines in Illinois and presumably, a few glasses do NOT leave you bright-eyed anymore but your tongue may feel a bit bushy-tailed. For those who prefer something more grainy than grape, there is Fat Squirrel Ale, which comes to us from a Wisconsin-based brewer. (Grain being a carbohydrate, presumably we know how and why the squirrel got fat.)

The sweeter side of life is celebrated by the Buddy Squirrel line of nut candies, also in Wisconsin, and the Squirrel Nut Zippers, an old-time American caramel favorite whose name was adopted by a stylish, popular and now-defunct music group.

And let's not forget technology. There is even a Squirrel Programming Language.

Squirrels, of course, get no royalties from all this use of their wit, charm and cuteness because, as squirrelly as some folks think lawyers may be, there are no squirrel lawyers - at least not yet. Perhaps, however, that is the next industry to capitalize on harnessing squirrel power.

I can just see the shingle hanging outside the office door now: Chatterer, Rodentay & Bushytail, Acornies-at-Law