How they do it at Varian Medical Systems

Start out with a smallish company, the surviving remnant of a three-way spin-off, all of whose components keep variants of the same name – almost as if you were planning to confuse investors. Then, don't go to the investment bankers and the stock market for money, and explain that you have no intention of doing so. Seems like a recipe for IR disaster, but three years later Varian Medical Systems has half a dozen analysts following it, and a stock price that has shown solid appreciation