[Cache – #66]
As you might know, my company is about to change names. The new name will give me a clear platform from which to persuade people that brand names are one of the most cost-effective – and underused – opportunities to tell your story and connect with stakeholders.
The name of my weekly blog is an example of this (currently unexploited) opportunity. At the moment, it is called The Friday Morning Blog. I called it such because I can’t discern any schedule for most of the newsletters and blogposts I subscribe to, so I don’t know when to watch for them in my crammed inbox. In fact, I have most newsletters sent to a secondary email address, so they don’t clog my main inbox. So if I don’t know when to watch for a blog, I may not see it for days, weeks, or at all.
And so I thought that if everyone was very clear that my blog arrived on Friday morning, they would be more likely to read and share it.
And now I’m going to rename it – to align it with and perpetuate the key messages of my soon-to-be-announced new company name. In the process, we will demonstrate how a carefully-chosen name for your company, product or service can create a cascade of opportunities to communicate its key messages.
I say “we” not as the Royal “we”, but because I would like your help. Here is the challenge, or creative brief, if you will:
1.Help me rename The Friday Morning Blog without knowing the soon-to-be-unveiled new name for Andris and Associates (keeping in mind that if you have done a bit of digging, or have spoken to me recently, you might already know what the new name is, which is fine).
2.If you don’t happen to know what the new company name will be, note that it will speak to the fact that naming your brand effectively will help your bottom line / help you make money. If you can come up with a great blog name that communicates this message, take comfort in the fact that you are a genius.
3.The new blog name must refer, directly or indirectly, to Friday morning.
4.If you have any questions for me, just ask.
5.This is intended to be informal and fun. So have fun (and do it by next Friday morning).
I really look forward to seeing and discussing your ideas! I can’t promise that I will adopt one of the names you propose, but truly if we can develop a worthy name together, I will use it, acknowledge your brilliance and send you a $20 iTunes card.
Thank you –
COMING SOON: A fully updated and revised edition of the Globe and Mail-bestselling Brand: it ain’t the logo* (*It’s what people think of you) – with a new chapter on naming
THIS JUST IN: Brand: it ain’t the logo* ranks #2 on the Globe and Mail’s list of bestselling business books for March