Where is this?
PR: What’s in a name?
by Michael Perini, ABC
perini & associates
Recently, a report in Time.com listed the top 10 worst corporate names.
Cable-television giant changed their name from Comcast to Xfinity in several media markets. I was satisfied with Comcast though the company says that the new moniker will help customers forget poor customer service. Maybe I was one of the lucky ones as both the signal and service were fine.
What about Syfy? A new name and thus a brand for the popular network SciFi. Now, I like science fiction, the genre, and whenever I watch shows I find myself whispering sci-fi though I am not sure I would have spelled it they way the network execs do now, but hey what the heck. I might just be out of this world!
Did you know that AirTran Airways grew from ValuJet Airlines? I fly AirTran but again, here was a corporate name change to enhance an image and distance passenger thought that “value” meant cutting corners and maybe even flight safety to save a few bucks. It works for me and I like both their snacks and company logo.
Corporations spend lots of resources — sometimes into the millions — researching and identifying a name. While others simply hold a contest with the “best” entry being picked. Which method is best?
So, my question to you is, will changing a name work? I think the jury’s still out on many of the recent changes as the risks of monetary loss or recognition, to name a few, are high; but I’d like to hear your views.
The decision to change a name must be weighed against the positive outcome and any backlashes and companies sometimes rush to a decision without thinking second and third order effects. Take for example, sited in Time.com, the decision by Britain’s post office to change its name, Royal Mail, having been an icon since 1635, to Consignia. Today, it is back to Royal Mail after a huge public outcry and rain, snow or shine… the mail is making it through just fine!
What other reasons would there be, than customer satisfaction or being concerned about ownership, for changing a name? Here is my list. I would like to hear from you and your reasons:
• Distance from a scandal or PR nightmare.
• To be modern.
• To be meaningful.
• To be in legal agreement.
• Better appeal.
Finally, do you know what “NT” stands for and where these letters are found? Tell me if you do.