Gloria Siegel, a senior strategist for Siegel+Gale, sheds some insight into the process of changing the name of an organization.
True, naming is an art, not a science. But it’s far more practical and down to earth than most people realize. What we need in order to do our jobs correctly is information. The same “What, Where, Why, When and Who” that a newspaper reporter seeks. What are you naming? Where will the name appear most prevalently? Why are you seeking a new or different name? Who are your competition and potential customers?
Several years ago Girls Club of America was forced to change their name when Boys’ Club of America (not associated with Girls Club of America) decided to become Boys and Girls Club of America.
During interview Siegel+Gale discovered that this organization is not “fun and games” as they had thought. The feedback became the backbone for their positioning statement: “Growing up is serious business.” And the name that we developed from this statement: Girls Incorporated—more often shorthanded to Girls Inc.’
Read the full article http://www.siegelgale.com/blog/finding-strength-in-a-name/