After rejecting Isotta Fraschini (an Italian car maker) as a name the group finally settled on Pagani's suggestion, 'Forneria Marconi' (meaning 'Marconi Bakery'), borrowed from the sign of a shop in the small town of Chiari, near Brescia. However, record producer and friend Alessandro Colombini suggested the name was not strong enough, so the title 'Premiata' (award-winning) was added. Some objected that 'Premiata Forneria Marconi' was too long a name, but the group's philosophy stated that the more difficult to remember a band's name, the more difficult it was to forget it. Italian progressive bands tended to have long names back then (Banco del Mutuo Soccorso, Raccomandata con Ricevuta di Ritorno, etc.), and so they were usually referred to as 'La Premiata', and later 'PFM'.