Ashley Swearengin, the Republican running for California controller, changed her ballot designation from “Mayor, City of Fresno,” which she used in the primary, to “Mayor/CEO” for the general election. The most important factor when voting is the party a candidate belongs to. I believe in California that the most important factor for those that don't use party is ballot designation.
The June primary provided strong evidence of that. Two candidates made Top Two in statewide races despite being unknown and spending no money on their campaigns. Swearengin's Republican Controller rival David Evans spent no money on the primary and only finished 0.7% out of Top Two. Ronald Gold made Top Two for Attorney General. Swearengin has clearly noticed and believes that adding "CEO" will help her win.