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Michael Jordan – in our opinion the greatest athlete ever. Fierce defensively and smooth offensively, it was no wonder why Joe and I both as kids wanted to be like Mike.
Well, now we kind of want to be like his advertising agency. They continue to produce great work – work that has truly elevated his brand. In tribute to yet another great spot that launched earlier this month, here’s one of our all-time favorites. It’s been around for a bit but still a very cool ad.
Cool, but as cool as Elvis? Nope. Not a chance.
Stop and think about it. Would Elvis be as memorable if he had a common name? What would the legacy of the Presley brand be if he were a John, Joe or Steve? Sure his crooning would still be regarded as remarkable. And sure his style would still be iconic. But the total package – I’m not sure it would be as powerful.
It’s no secret that giving your business a good, solid name is important – it’s a fundamental principle of starting a business. But just how important is it? Well the following article from the December 2008 issue of Inc. magazine seems to sum it up.
http://www.inc.com/magazine/20081201/the-rebranding-game.html
People want something memorable and interesting. People want something that’s easy to spell in a search engine. People want something a bit controversial and unexpected. As the above article suggests, if everyone likes it, it’s probably pretty lame.
And perhaps most important, a name needs to be something that you as a business owner feel confident about. Because ideally this is something that lasts. Changing a business name isn’t the end of the world (again, see aforementioned article), but everything is easier if you do naming right the first time.
-The writerly half