Mary John Patricia Robert Jennifer Michael Elizabeth William Linda
David Barbara Richard Susan Joseph Margaret Charles Jes...
2
© Marshall Strategy 2014
In 1973, psychologist Herbert Harari proved that teachers discriminate
against “oddly” named pu...
Many Hollywood stars
changed their names to
enhance their appeal and
career potential.
It would be hard to imagine
these f...
Many successful
corporations have done
the same, adopting simpler,
more appealing names that
convey a unique promise in
me...
Professional firms and corporations are often consumed by efforts to
preserve equity in existing names. This becomes espec...
Name changes in the
corporate world can create
great opportunities, but are
more complicated than
applying for a new socia...
We’ve gathered some lessons learned from our naming work with
clients that include Disney, Westin and Adobe. These lessons...
The main reason companies give for not opting to fix a sub-par
name is that they don’t want to lose their existing “brand ...
of 8

Naming 101: Corporate Naming Lessons from Naming Experts

We’ve gathered some lessons learned from our naming work with clients that include Disney, Westin and Adobe. These lessons can help guide any organization through a name change.
Published on: Mar 3, 2016
Source: www.slideshare.net


Transcripts - Naming 101: Corporate Naming Lessons from Naming Experts

  • 1. Mary John Patricia Robert Jennifer Michael Elizabeth William Linda David Barbara Richard Susan Joseph Margaret Charles Jessica Thomas Dorothy Christopher Sarah Daniel Karen Matthew Nancy Donald Betty Anthony Lisa Paul Sandra Mark Helen George Ashley Steven Donna Kenneth Kimberly Andrew Carol Edward Michelle Joshua Emily Brian Amanda Kevin Melissa Ronald Deborah Timothy Laura Jason Stephanie Jeffrey Rebecca Gary Sharon Ryan Cynthia Nicholas Kathleen Eric Ruth Jacob Anna Stephen Shirley Jonathan Amy Larry Angela Frank Virginia Scott Brenda Justin Pamela Brandon Catherine Raymond Katherine Gregory Nicole Samuel Christine Benjamin Janet Patrick Debra Jack Samantha Dennis Carolyn Jerry Rachel Alexander Heather Tyler Maria Henry Diane Douglas Frances Peter Joyce Aaron Julie Walter Emma Jose Evelyn Adam Martha Zachary Joan Harold Kelly Nathan Christina Kyle Lauren Carl Judith Arthur Alice Gerald Victoria Roger Doris Lawrence Ann Keith Jean Albert Cheryl Jeremy Marie Terry Megan Joe Kathryn Sean Andrea Willie Jacqueline Jesse Gloria Austin Teresa Christian Janice Ralph Sara Billy Rose Bruce Hannah Bryan Julia Roy Theresa Eugene Judy Ethan Grace Louis Beverly Wayne Denise Jordan Marilyn Harry Mildred Russell Amber Alan Danielle Juan Brittany Philip Olivia Randy Diana Dylan Jane Howard Lori Vincent Madison Bobby Tiffany Johnny Kathy Phillip Tammy Shawn Crystal Thomas Dorothy Christopher Sarah Daniel Karen Matthew Nancy Donald Betty Anthony Lisa Paul Sandra Mark Helen George Ashley Steven Donna Kenneth Kimberly Andrew Carol Edward Michelle Joshua Emily Brian Amanda Kevin Melissa Ronald Deborah Timothy Laura Marshall Strategy July 2014 info@marshallstrategy.com www.marshallstrategy.com @MarshallStrat Naming 101 Corporate Naming Lessons from Naming Experts
  • 2. 2 © Marshall Strategy 2014 In 1973, psychologist Herbert Harari proved that teachers discriminate against “oddly” named pupils. Teachers were asked to grade four papers. The same papers attributed to “Elmer” and “Hubert” averaged one grade lower than those attributed to “David” and “Michael.” Other researchers have since noted the strong first impression that names create, and have demonstrated the important role names play in creating expectations about those they are attached to. Why is this relevant to your company? Research (and intuition) have shown that brands can have “loser” names too, and that these can unfairly and negatively influence perceptions of performance or potential. Introduction
  • 3. Many Hollywood stars changed their names to enhance their appeal and career potential. It would be hard to imagine these famous entertainment brands associated with their original names. 3 © Marshall Strategy 2014 Famous Names Issur Danielovitch Betty Joan Perske Allan Stewart Konigsberg Norma Jeane Mortenson Margaret Mary Emily Anne Hyra Eric Marlon Bishop
  • 4. Many successful corporations have done the same, adopting simpler, more appealing names that convey a unique promise in memorable ways. There are other companies, however, that are consumed by trying to preserve equity in existing names. 4 © Marshall Strategy 2014 Corporate Names Research in Motion Computing Tabulating Recording Corporation Datsun BackRub Anderson Consulting TMP Worldwide
  • 5. Professional firms and corporations are often consumed by efforts to preserve equity in existing names. This becomes especially awkward during mergers. PricewaterhouseCoopers was such a tongue twister that it became PwC, a meaningless set of initials. Despite management claims to the contrary, initials are usually a ticket to anonymity. 5 © Marshall Strategy 2014 The Equity Debate “Our decision to make this change now is because over the last decade PwC has continued to grow and evolve and a concise consistent brand position makes it easier for people to appreciate who we are, what we do, and how we operate across markets.” —Moira Elms, PwC's global leader of brand and communications Sept. 10, 2010 Before After
  • 6. Name changes in the corporate world can create great opportunities, but are more complicated than applying for a new social security card. New names must be accepted and supported by employees, customers and investors, and they can’t infringe on the good will of other names. 6 © Marshall Strategy 2014 Name Changes http://www.wired.com/2014/06/apple-healthkit-taken
  • 7. We’ve gathered some lessons learned from our naming work with clients that include Disney, Westin and Adobe. These lessons can help guide any organization through a name change. • Individuals and companies have a choice in how they name themselves, and how people think of them as a result. • Some names can be perceived as losers and some as winners. • Loser names can be successfully changed to winning names. • It’s important to live up to a name’s conveyed or implied promise • Short names are generally more impactful than long names. • There is a fine line between unique names and those that alienate. • The “equity” in ineffective names shouldn’t prevent you from developing a better name. Lessons Learned 7 © Marshall Strategy 2014
  • 8. The main reason companies give for not opting to fix a sub-par name is that they don’t want to lose their existing “brand equity.” Advertising and promoting an ineffective name is essentially throwing good money at an undesirable situation. Consider our lessons learned as you migrate through the name change process. It’s not easy, but to increase your organization’s value, you may have to give up what’s not working in order to gain something that’s better. Conclusion 8 For more information www.marshallstrategy.com © Marshall Strategy 2014

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