October 11, 2006 2 Comments
Question: Who would name their company something like BGLI-RWUH?
OK, maybe that’s a bit harsh. I’m sure there are historical reasons that led to this unfortunate corporate moniker. But please – history aside, can’t we come up with a name that is pronounceable? Why cling to a brand name that is the marketing equivalent of a race car with square tires? With a logo that could have been created in 10 minutes using Powerpoint?
I “Google” when I search. I buy “Kleenex” of many different brands. But under no circumstances would I ever “TIAA-CREF”. It’s a name jumbled together to communicate precisely nothing to the uninitiated.
Based on what TIAA-CREF offers, they’d be better off with a name like Investiva, or something similar. I’d instinctively know what that company is all about.
Then there’s the tagline. With Allstate, I’d be in “good hands” (except that I primarily use Amica – but that’s a subject for another post). I understand being in good hands – that appeals to my self-interest. But do I walk around thinking about “Financial Services for the Greater Good”? Er, no, actually. The Greater Good is for charity. Not for financial services.
And while we’re piling on, it makes no sense for the prominent feature on the website to be a “boast” panel saying “Welcome to our redesigned website (Learn More)”. If the site has been redesigned with me in mind, that should be self-evident – if I need a guided tour to use it, then the design is a failure. And if the design is good, then I don’t need a tour to tell me that the section means what the section says.
Maybe a company with this many assets doesn’t feel a need to project itself optimally. I hope never to afford that luxury!
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