Hate Free Zone’s recent renaming process brought up some interesting thoughts about naming issues.  Hate Free Zone was created in the wake of September 11^th events to combat xenophobic reactions.  Almost seven years later, the group had a wealth of accomplishments to its credit, but had continually encountered discomfort and confusion regarding the inclusion of “hate” in its moniker.  The word, it seems, was charged so negatively that its use even in these noble pursuits made politicians and other stakeholders uncomfortable.  As of June, Hate Free Zone has changed its name to One America, With Justice for All.  The process of change was arduous, but members believe the new name fits and better-represents their hopes for the future of our society.   

Whether for a business, organization, or individual, the decision to change your name should never be made lightly.  On a basic brand level, your name is your top-level identifier and the first differentiator in a crowded space.  Wise and well-executed changes can pay huge dividends, but the corresponding risk is understandably daunting.  With all this in mind, what are some of the most common reasons organizations have undergone name changes? 

Something to take the edge off 

As seen in the case above, sometimes an organization may find elements of its name too polarizing.  Examples include the change from Young Men’s Christian Association to YMCA and from the National Birth Control League to Planned Parenthood. 

Dodging controversy 

What if your name and its associated brand equity prove more harm than help?  For some, a name change provides a convenient way to wipe the slate, signify change, or even hide from the past.  In an era of public outrage at big tobacco, Phillip Morris changed its instantly recognizable name to the enigmatic Altria.  Kentucky Fried Chicken changed its name to KFC, though no one agrees as to why (most think the fast food giant sought to distance itself from the health connotations of “fried,” though other colorful theories persist.) 

The student has become the master 

 In some instances, firms have enjoyed such success from one of their brand lines that the product or service’s name trumps that of the mother company.  Such was the case when Tokyo Tsushin Kogyo K.K. changed its name to Sony Corporation and when TMP Worldwide became Monster Worldwide (after its online jobs engine.) 

Get with the times 

Companies that last throughout generations thrive on the ability to adapt to ever-changing technologies and societal contexts.  The soul of your brand may remain intact long after your business model has gone obsolete.  The National Biscuit Company became Nabisco when we stopped calling cookies “biscuits” and American Telephone and Telegraph Corporation slimmed to AT&T as its named technologies became dinosaurs.  IBM still stands for International Business Machines, but the firm favors its abbreviated title in an age when the company has divested its hardware business to Lenovo to focus on consulting services.  

Putting on the Ritz 

Sometimes as a business matures its cute, original name fails to keep pace with its new, grown-up image.  Likely this was the thinking when Amazin’ Software became Electronic Arts or when DrivUrSelf went with Hertz Rent-a-Car.  How many of us would be using Google for internet search if it was still called BackRub?

I am the law

Of course, sometimes you change your name because you have no choice.  The World Wildlife Fund (WWF) finally succeeded in forcing the World Wrestling Federation (WWF) to alter its name to World Wrestling Entertainment (WWE) after years of back and forth (personally, I’m all about pandas, but leave Hulk Hogan out of this!)  When Andersen Consulting ended its longtime relationship with Arthur Andersen (legendary “Big 5” accounting firm,) court proceedings forced the company to shed tremendous brand equity.  Though the move to Accenture was initially panned as a business disaster, the change proved to be tremendously fortuitous when Arthur Andersen and its reputation were torn apart through the Enron scandal.

No matter what triggers your metamorphosis, you can expect the renaming process to be equal parts frustration and exhilaration.  Some will resist change, while many others will have conflicting ideas about the new direction.  In the end, this speaks to both the great risk and potentially greater reward of such a bold step.  After all, what better way to refocus and refresh your organization than to start at the core?   

-Bob Zammit [with huge thanks to Lynn Parker] 

Sources: 

http://www.famousnamechanges.net/html/corporate.htm 

http://www.brighternaming.com/Famous_Name_Changes.html 

http://en.wikipedia.org/wiki/List_of_company_name_etymologies 

http://seattletimes.nwsource.com/html/localnews/2008024796_hatefree30.html 

One America:

http://www.hatefreezone.org/

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