In 2021, when Tom Rinks was asked to rename an oral care company, he had a few thoughts: The name was great, for one. The market seemed impenetrable. And the product was boring as hell.

It was right up his alley.

Rinks is an unusual guy, with an even more unusual skill set. Intense and obsessive, he carefully maintains an invisible online profile and wears his lucky Tupac socks to every important meeting. He has also developed a reputation as a branding savant – with a specialty in turning unexciting things into fun and cool merchandise.