So for reasons I don’t even want to think about, my parents were going to call me Howard.
I know … I know … I should have been immediately removed from their care, however a nurse – who I owe everything to – said I didn’t “look a Howard” [whatever that means] and my parents decided on something way more appropriate.
But here’s the thing …
Whilst I appreciate a name can paint an impression in someone’s mind – even if its from circumstances and experiences that are abstract or ambigious to the extreme – ultimately those views and opinions can be altered by the actions and behaviour of that person/brand and that is why I get rather annoyed when I hear companies choose ideas/endlines/executions that are uber-bland because they either [1] don’t want to put in the time & effort to actually make it mean something important, meaningful and valuable or [2] are too frightened/lazy/focused on their 2 year job function to actually do something that is important, meaningful and valuable.
Brands should stand for something … actually forget that, they need to stand for something … and whilst I appreciate a name can influence initial opinion, what you actually do will shape public perception to a much greater degree than a strapline – so whilst it is important to get it right, don’t think it’s an excuse for not doing anything – not unless you’re happy to be wallpaper or hope-to-god you have distribution wrapped up.