Know-How Exchange : Taglines/Names

Dear Flwrsbyj

Heart, listen carefully.

Cassius Clay became Muhammad Ali, but for years afterward my Dad, who was a huge boxing fan and who had fought long ago at semi-professional level referred to Ali as Cassius Clay.

Prince Rogers Nelson became Prince, who then became "The Artist Formally Known as Prince", but to me, he's always been Prince.

Few people have heard of David Cornwell, but many millions know the name of the man who created George Smiley: John Le Carré.

Are ya seein' a pattern here?

If you're known by one name it takes considerable effort to be known, recognized, and—more importantly—remembered under a different name.

Likewise, if your name is Reg Dwight, it's not really the kind of name an MC can get a crowd roaring with applause over. But when the MC says "Ladies and gentlemen, please welcome Mr. Elton John!" things take on a slightly different meaning and suddenly, you hear "Crocodile Rock" and you see a man in big glasses and sequins playing the piano and the crowd are loving it!

See, there's a great deal in a name, particularly in a name that people recognize.

If you're "Flowers By Julie of Flowersville" but you're moving to Hip City. And if people in Hip City know you as "lowers By Julie of Flowersville", there's no reason not to call yourself (and to make use of the fact that you're) "Flowers By Julie in Flowersville, now in Hip City."

When customers read this, they already know of you. Which means your blip on their radar is accepted as friendly. That's a good and powerful thing, because half your marketing battle is already won and it hasn't cost you a dime.

Using the equity you've already got, you have a vital tool that you'd be ... how shall I put this, so as to gently make my point? ... Oh, what the heck, gentle smental! Dearie, you'd be barking mad to ignore your name in you move. Sorry if that sounds blunt but I'm doing my best here to save you a world of marketing pain.

It's called leverage, dearie, and when it comes to establishing presence of mind and share of mind—two things you have by the boat load with 14 years to back you up—leverage is powerful really Ninja mojo.

This isn't just sales. no, it's way more powerful than that.

It's "marketing by stealth" because your service is an accepted part of the lives of your current customer base.

And because we all want to know and be associated with people that remind us of ourselves, who are your current customers more likely to refer to their friends in Hip City when those hip city dwellers need a florist and special events rental company? You or some other outfit?

A name (your name) dropped in the right ears—ears that straddle the right head, and a head with a specific need—a name is a huge, huge lever.

Don't ignore it. Good luck to you. And I hope this helps.

Gary Bloomer
Wilmington, DE, USA

OK THE PROBLEM IS THAT I DO MORE THAN JUST FLOWERS..MY NAME IS ONE OF THOSE FLOWERS BY...... AND WHEN PEOPLE HEAR THAT THEY THINK THATS ALL WE DO... IN THE 14 YEARS OR SO WE STARTED INCORPORATING OTHER THINGS.. SO NOW WE ARE NEEDING TO CHANGE THE NAME

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