190 Chapter Ten Umpqua Bank something boring like that. But I was talking to a young retail consultant ­ because we don't hire bank consultants ­ and she said, `You know, Ray, we've talked about your desire to differentiate the bank and I'll give you a bit of free advice ­ never change the name of the bank because the name Umpqua differentiates you to begin with.' It's actually fun, getting out there and trying to help people learn how to pronounce it. Umpqua is a Native American name. It means `raging waters'. I guess it sums up nicely what the financial services sector has been experiencing. To hear more from Ray Davis, click here: http://video.foxbusiness.com/v/3894340/ bank-ceo-will-pay-back-tarp-by-2010 Lani Hayward ­ the creative strategist Thank you for calling the world's greatest bank. This is Lani Hayward... I am execu-