Re:What’s in a name – Tips for naming your startup
by JacobAldridge on Friday October 30, 2009 @02:55AM
(#911650)
In their early '80s book on 'Positioning' and cutting through the mass of advertising consumers see, Jack Reis and Al Trout use the example of executives who are known by their initials (TJ, AR etc - they use real examples, but I don't have my copy at hand).
Anyway, they demonstrated that a lot of junior executives started using initials as well, without success.
The Junior people saw the execs with initials and thought Initials = Success.
Of course, in reality, that equation is Success = Initials. Be successful first - your name is less (hat tip, notauser) important.
I like that that 25+ year old research has a modern-day equivalent.
Anyway, they demonstrated that a lot of junior executives started using initials as well, without success.
The Junior people saw the execs with initials and thought Initials = Success.
Of course, in reality, that equation is Success = Initials. Be successful first - your name is less (hat tip, notauser) important.
I like that that 25+ year old research has a modern-day equivalent.