What’s in a name? Apparently everything was in the name when Robert Redford took a starring role in the 1969 classic Butch Cassidy and the Sundance Kid. As a result of his role as the Sundance Kid, Redford has branded his ventures the Sundance Ski Resort, Sundance Film Festival, Sundance Institute, Sundance Cinemas, Sundance Catalog, and the Sundance Channel.

That’s pretty amazing. Redford transformed this singular event in his life into an internationally recognized and respected brand. The Sundance brand isn’t just about a name though. Why did Redford buy a ski resort? Because he’s an environmentalist. Why did he found the Sundance Film Festival and Sundance Institute? Because he believes in the value of independent films. And why the name Sundance? Because it was an important part of his acting career.