From Gerry to Humperdinck. It’s all in the name.

Posted by martin.parnell |
From Gerry to Humperdinck. It’s all in the name.

An item, on MSN UK, reported that a woman, in England had been banned from naming her baby daughter Cyanide. One can only imagine the problems it might have caused until the girl reached an age when she could, if she wished, opt to be called something different. On CBC Radio, recently, a lady phoned in and mentioned that she was listening along with her grandson, Beowulf.  Now, personally, I think that’s a fantastic name and, for me, conjures up an image of someone who is strong and adventurous. 

Gerry Dorsey was an English singer who, in the 1960’s couldn’t get a record deal. He changed his name to Engelbert Humperdinck and soon after was signed by Decca records. He had several top-selling hits in both the UK and the US. This got me thinking about names and how we can make judgements based on hearing them. This can apply to people, objects and businesses. 

There is a whole science devoted to choosing the right name and how to market it. Numerous articles have been written about the way the right name can quickly be adopted into our culture. It’s interesting how certain brand names become so familiar that we instinctively know what someone is talking about, when we say them e.g. Kleenex, Hoover, Jacuzzi, Thermos, Trampoline. 

When the first Starbucks opened in Seattle's Pike Place Market, in 1971, it didn't sell coffee drinks, just beans. The founders considered naming it after Captain Ahab’s boat, from the novel Moby Dick, but, according to a Starbucks spokesperson, changed their mind when a friend tried out the tagline "Have a cup of Pequod." and, instead, named itafter Captain Ahab's first mate, Starbuck. 

The most difficult choices I’ve had to make, when naming anything, have been deciding on the titles of my two books and how to brand my business. I decided it would be best to create a tag line that relates to what I’m best known for, which includes completing numerous endurance events, running 250 marathons, in one year and is aligned to my promise statement i.e. “Overcoming obstacles to reach your full potential.” After much deliberation I came up with the tag line ‘”Finish the Race Attitude” and the book titles MARATHON QUEST and RUNNING TO THE EDGE. 

What names strike you as “perfect” for a particular product or service? Do you use a tagline that reflects something about you or what you can deliver? Remember, it’s all in the name.

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