I am making a custom field in SharePoint 2010. From within the `CreateChildControls()` function, I would like to refer to the field by the name it has been given in the list. Is this possible?

For instance, if I have an ISBN field based on [this example](http://msdn.microsoft.com/en-us/library/bb861799.aspx), how can I tell that this column in a list has a DisplayName of "ISBN", while in another list (or even that same list!) there is another ISBN field named "Old ISBN"?