Let's agree from the start that an important part of any business like Fikra Decor Furniture & Design is to market and promote itself.  And the best way to do that is to   define the company image positively and concisely in the customer's mind.  That being   said, I am going to do the opposite, here, from anything as simple as branding Fikra Decor. There are many reasons some that have nothing to do with commerce, why this Company exists.  Some of those reasons are negative, in so far as negating the current consensus is a positive act.