Saturday, August 30, 2008

The power of a name and the need for change

I maintain another blog called FULL TANK. Being a professional in the field of marketing communications and an avid observer of the process of branding, I've always felt that choosing a good name is extremely crucial. Laura Ries has changed the name of the her blog. And these are her thoughts on the change.

I appreciate the candid confessions. It triggered a thought about one of my blogs mentioned above. To begin with, my blog was just another blog. It was a record of my thoughts on very many things. Cricket, Motorcycles, Beauty, Mumbai, India, etc. I observed that I was writing more about two-wheelers. Not just quantitatively but also qualitatively. So I decided to narrow my focus for the blog on two-wheelers and record my thoughts on other things by creating other blogs like FORK (on brands and businesses), Profss Drums (on education, policy-making and governance), etc.

Over the months, I've changed the name of my first blog many a time depending on my mood. Firstly I named it Indusbeats, then Slumberic Memoirs Of an MBA, later disstraction, and then thrillon2wheels, and finally settling for Full Tank. My impatience and a thirst for something more interesting every now and then also played a part in changing names so frequently.

Just when I felt fairly convinced that I had chosen an apt name Full Tank for my blog on two-wheelers, this article by Laura Ries gives me other thoughts. What does Full Tank mean? What does it connote/signify? Many things. Passion for motorcycling, cruisers, perhaps big bikes, etc. Importantly it also signifies the object that holds fuel (petrol, to be more specific) in a motorcycle/ two-wheeler. So what happens if tomorrow the world changes and most of the two-wheelers are battery-powered? Will there be a Full Tank? Will the name make sense? I know for the moment the name's just good. But tomorrow...

So? I'm not gonna change the name yet again :) though I did feel the temptation when I was reading the article. My only point here is to discuss the importance of the process of naming and the power a name (or a brand name) possesses.

What's your brand name?