When a celebrity names their child something out of the ordinary - be it Apple, North West, or Ocean - there always follows a public outcry.
Names such as Sam, James, Tom, Michael for boys has been exchanged for quirky alternatives, as parents look for a moniker to boost their child's individuality.
In 1940, the top five boy's names accounted for over 20% of baby boys born in the USA.
However, by 2014 just 4% of newborn boys were given one of the five most popular names that year as parents were choosing from a wider pool of possible names.
"New parents are choosing from a wider pool of baby names today, a change from the fairly uniform attitude observed during prior generations," the report revealed.
Take the example of 'Michael' - between 1954 and 1998, it was the most popular baby name for boys but last year, it went down to 7th.
Researchers attributed the changes to a greater diversity among parents, as well as an appetite to be unique 'brands' in themselves.
Last year, the most popular names for boys and girls were Mohammad and Sophia.
"The history of baby names possibly provides a window into evaluating parents' expression towards brands," said the bank's research team.
And it's not only baby names that are going to be affected. The research suggests that traditional brands such as McDonald's and Kellog's will need to update to keep up with these new tastes of the millennial generation.