What's In a Name

What’s in a name? As evidenced by actors changing their name or author’s having a pen name, a name has great significance for marketing purposes. In the Middle Ages someone crying out “Vikings” created fear and even panic across England and the north coast of Europe. In the tenth century, Erik the Red knew the value in what name can project when to attract new settlers he named an ice laden rocky Arctic island Greenland. Today when most of us hear the word “gas” it doesn’t evoke an emotional response but someone yelling “gas” in 1916-1918 in the trenches of northern France evoked the emotions of urgency, dread, fear and in some cases panic.

 

I’ve been reminded afresh by three events of the significance a name may carry for good or for ill. The first two are apartment complexes. University Fields, a complex mainly populated by students suffered from a declining reputation over the years as the complex had not been well maintained and operated. With declining occupancy the complex was sold to a group of local investors who announced with some fanfare plans to renovate and upgrade the complex, and in doing so they changed the name to “The Harrison” as a means to distance themselves from past baggage and a poor reputation. A wise choice and one that is not uncommon for firms to do when a brand name has become toxic.

 

With grand plans announced and promised The Harrison saw a good number of James Madison University students willing to sign leases in April and May with a late August move in. Over the summer, the owners commenced the renovations. While crews were working daily across the complex, as those who have been involved in construction projects know, when work is being done on a budget and you use low cost subs, the schedule falls behind. Subs have a way of taking portions of their crews elsewhere when higher paying opportunities come along. That is what occurred at the Harrison, and their major interior projects ranging from new flooring, freshly painted walls, electrical upgrading, new kitchen cabinets with new appliances and new furniture (furnished apartment complex), started to fall behind in June. The schedule was so far behind that when JMU students were moving in August, many of the apartments were not yet available for occupancy.   The Harrison as a brand took a major hit and became toxic, so much so that by late September the complex quietly returned to its former name.

The new owners overpromised and under delivered, and in the process destroyed the new name they were using to signal a change in ownership and an improved complex. It may well be years before the owners of University Fields will see their investment yield the return they projected earlier in the year when they bought the complex. It will take another two classes of students to come and go before they will have a chance to build a new brand around a new name...yes I anticipate a name change will happen because University Fields is still somewhat toxic, just not as toxic as The Harrison.  

 

Across the street from University Fields another housing complex, The Commons, announced in April that it too would be undergoing some upgrading…new flooring and appliances, and new siding. All the work was to be completed by mid August, but it too fell behind schedule. Flooring and the appliance installation that was to be completed by late July didn’t finish until mid August, just ahead of the return of the students. The siding installation to give the complex a fresh appearance started late and while the work will not be completed until late October, the outside work is a minor disturbance. Interestingly, this second complex likewise quietly underwent on the first of October, changing its name from The Commons to Campus Edge in an effort to market itself afresh to the JMU students whose campus is a half a mile from the complex. 

 

The other event revolves around the growing reaction and in some cases panic in some circles off American politicians, political commentators and segments of the public to two terms, Ebola and IS (and its various name derivatives). It is interesting to see how such names evoke panic and fear, and is being used by some “leaders” to inflame such fears and calling for drastic responses that are beyond the level of their threats. And it is likely the fears and paranoia will be further enflamed over the coming months. Hopefully we will not only return to a more balanced reaction but that the public will increasingly view the “brand” of those who played upon their fears as toxic.