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Sometimes your name can be an anchor as you try to move forward. Founded 50 years ago, International Service Agencies became a major player in international charitable assistance. Through workplace giving campaigns, it has provided a billion dollars in disaster relief, economic assistance, and educational aid. Its donations build homes for orphans in Africa; buy llamas in Ecuador, providing families with a source of income; and initiate weaving projects for poor women to produce hand-woven cloth for sale in their local markets. And the organization does all this with an overhead that is dramatically below charitable industry standards.
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CHANGE HAPPENS; EVOLUTION IS REALITY
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The organization owns a dynamite domain name: www.Charity.org. But its brand name, International Service Agencies, was causing great confusion. Many potential donors believed that it was an arm of the government. It is not. Others assumed that it received federal funding. It does not. The board of directors approved our recommendation for a new name, Global Impact, to portray the organization s mission and its work more accurately. After all, with every new project, this organization truly makes a global impact.
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So your name is the SciFi Channel and you want to reposition yourself in cable TV as more than science fiction. Okay, that seems reasonable. But here s the idea that emerged: let s call ourselves the Syfy Channel. No one who sees that in print will know what it means. (Of course, when they hear it, it will be exactly the same as it was.) So off the company went with a big 2009 New York City launch. President David Howe announced, The new Syfy brand embraces the new media landscape. You just can t make up nonsense like this. We never cease to be amazed at what can happen in the naming game. How about these current members
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of the bad name hall of fame These are names that needed instant repositioning. Lolita beds. Woolworth stores in Britain were found to be selling beds named Lolita, designed for six-year-old girls. Angry parents put a stop to this in a hurry. Incubus sneakers. Reebok had to backpedal like crazy after it introduced a running shoe for women named Incubus. News reports promptly revealed that the dictionary definition had an unpleasant meaning: Incubus, an evil spirit believed to descend upon and have sex with women while they sleep. That was the end of that name. When you find yourself saddled with a stupid, damaging name, get rid of it. In 1985, Colgate-Palmolive purchased Darkie toothpaste, a 1920s brand with a logo of a blackface minstrel. Obviously what played in the 1920s didn t play in the 1980s. With a change of but one letter, Colgate quickly repositioned it as Darlie, changing the logo to a man of ambiguous race with a silk top hat and tuxedo. Shrewd repositioning.
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The key decision you ll have to make in repositioning your product as markets evolve is to brand or not to
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CHANGE HAPPENS; EVOLUTION IS REALITY
brand. In other words, do you stay with your base brand, do you launch a subbrand, or do you start a new brand You ve already read about Pitney Bowes and its need for a new brand. You ll read about the Lotus Development story, where the firm stayed with the Lotus brand. You ll read about how Coach leatherwear and others have launched value subbrands. You ve read about Silicon Graphics, which stayed with its brand but evolved in the wrong direction. You ve read about line extension, which is usually a bad thing to do. Sometimes your decision is based on what market you want to evolve into. If you re going down-market, as you ll read about in the next segment, chances are you ll want a subbrand so as to not undermine your base brand s perceived value. If you re going upmarket, it gets a little tricky. Cadillac had little success with its $50,000 Allante because the brand had no prestige. GM, in this case, needed a new brand and a great deal of money to launch it. Evolving distribution also can be problematic. Quick Silver is a hot surf and skateboard clothing brand. Its distribution was through small surfing retailers. Sure it could evolve to bigger retailers and sell a lot of merchandise for a while. But this is a cool youth brand, and as the company s founder said, Big is the enemy of cool.
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