As soon as the business started, SAT started to seek a good brand for its products. In the early summer of 1932 the company set up a name competition which was advertised in the main newspapers of Helsinki. The competition got a lot of attention and some 3000-4000 suggestions were received. The jury met in Hotel Kämp in Helsinki to select the winner in the middle of June 1932. Three candidates were selected: Sisu ("guts; stamina; stubbornness, determination"), Karhu ("bear") and Haukka ("hawk"). Eventually, Sisu became selected. As many people had suggested the successful name, the winner of the 1,000 marks' price was selected by lottery - he was young Veikko Arohonka, actually signed up by his older brother Eino, who later became a writer.