IKUEK <ikuek_at_thenew.net> WROTE:
> What if I were to start a company named Bre X but it
> delt with something other than gold. The brand has a
> very negative name but it is something people remember.
> It would cause people to question and do research about
> the company. It generates interest because of the
> history of the name.
You give people more credit than they are due and make
two false assumptions:
1.) A company name that resurfaces after having gone
out of business with negative brand recognition would
generate little interest among people somewhat familiar
with the name who did not have a bad experience. With
those who had a bad experience there would be negative
recognition which is difficult and expensive to
overcome;
2.) Most people don't do research about things they
think they already know about. Although you might get
a little free publicity in the "what not to do with a
new business's name" articles in various publications.
> What if you planned this company very well and built
> integrity into your mission statement. Excellent
> customer service, honor all agreements, build business
> ties and rapport. What do you think would happen?
Why waste all this good energy on a bad name?
Would you name a child Josef Stalin or Adolph Hitler
or Saddam Hussein?
You would be much better starting off with a neutral
name and spending your money on advertising. As
you gain customers, brand recognition will follow if
you do all the good things you say above.
Regards,
John Gaskill
gm_at_info-central-usa.com
Received on Mon Jun 12 2000 - 10:30:48 CDT
