Question

Topic: Branding

Should Company Name "reflect Diversity"

Posted by Anonymous on 12/30/2009 at 7:30 PM ET 25 Points
In branding a company, whose emphasis is on diversity, does it add to the image or branding if the companies name "reflects diversity" or can you call it "yankeedoodle" and still be perceived in the context you would like?
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RESPONSES

  • Posted by Gary Bloomer on 12/30/2009 at 7:53 PM Accepted
    Dear nada456,

    First, you need to define "diversity". Do you mean racially, sexually, financially, age, height, and so on? You need to be more specific.

    Then you need to define what you mean by the term "branding" because your definition of branding and many marketing people's definitions of branding (including mine) are two different things.

    Here, you're talking about corporate identity, not necessarily branding. Why? Because branding takes place in people's heads as a result of having used your service.

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted by ilan on 12/30/2009 at 8:23 PM Accepted
    A brand name doesn't have to reflect the brand position.
    What does NIKE stand for? certainly not active lifestyle fashion...
    Its hard to know what you mean by "diversity" , is it the political side? employment? research?
    But no matter what, the name doesn't have to be stuck in the activity of the company, its limiting you from the start.
  • Posted on 12/31/2009 at 6:27 AM Author
    Good answers from everyone. To be a bit more clear, I wanted to tout "diversity" as a method of differentiation and focus on that as a niche market, providing diverse event staff for conventions, marketing events etc. By diversity I do mean race, age, sexual orientation.
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