What’s in a Name? Carol Cone says “Plenty!”

January 13, 2011; Source: Bisnow | How much does an organization’s name affect its outcomes? This article discusses the travails of a number of organizations saddled with outmoded, obscure, overly lengthy or otherwise awkward names and their success stories once they renamed themselves. While we are not sure we buy the whole story of redemption by renaming, the discussion of the names and the considerations that go into rebranding should be interesting to many. One of the organizations discussed for instance is a small group in Austin, Texas that is involved in easing the college admissions process – unfortunately named Admission Control. This led to calls from people interested in the space program. A renaming process led to the much more boring but evidently clearer “College Forward.” Sometimes puns are just counterproductive, in other words. We won’t try to summarize the rest of the article. Read it for yourself!—Ruth McCambridge