What’s in a name? This has been a long standing debate between those who believe that a name could mean everything and those who think otherwise.The last couple of decades has seen a massive growth in the number of brand names. Each time a new brand name comes up, people are usually sceptical, critical and may even pre-maturely reject products. But they’re definitely talking about it. The most recent example of Etisalat is one such.
Etisalat now intends to change its name to 9Mobile. So what’s the big deal?! Most people have responded to this change with a big frown – half criticising, half incredulous. Not that the name ‘Etisalat’ really meant anything much to the Nigerian people anyway. At least, the new name has a ‘9’ which could translate to Naija. But people across the world have always reacted this way to anything that’s new and upcoming. Take the case of Apple. Who names a computer company after a fruit?! Unbelievable right. But today, it is the most valuable ‘fruit’ in the world.
Jokes aside, what I really mean to say is that, a name might be important, but what’s much more important is the values, image and personality it projects and how this personality speaks to its consumers and builds a connect.
A name can only go that far. I strongly believe, it is the story and journey of a brand that really creates a long lasting impact.