What’s in a name?

Name’s are very important things. I have spoken before about the amount of head scratching that went on whilst naming Storm Dynamics (it was rather a lot.) but what if you have a product up and running already that you want to re-brand?

Re-branding sounds like quite a big deal. Probably because it is. You are changing the public identity of something you have worked hard to promote thus far. It’s not something to be undertaken lightly. So what happens when you want to subtly suggest to a fire d that they should re-brand their company? You take them to Nando’s, of course.

It sounds a bit clandestine when put like that:
“Hey Scott, how do you fancy a meal at Nando’s? I know it’s your favourite. Oh and whilst we’re there I’m going to let my other half try and convince you to change the name of the disco we run… And the logo… And the website… And do more business cards and new flyers.”

I have to admit it wasn’t something that occurred to be before. I thought LightBeat was a good name for the disco as we did amazing lights and all the beats. It does what it says on the tin. But when neither Scott or I had considered was that it didn’t. In the advertising world the word light has been overtaken by ‘lite.’ When read aloud all people hear is a kind of diet version of a disco or worse a disco that specialises in Nora Jones type music. Who wants to book an elevator music disco for their wedding reception? No one does, which is why all our business has previously been referral.

Once explained to Scott he agreed and then the thinking caps came out. It had to be something Scott liked, he didn’t want it to be about himself, he didn’t want more than two words and if possible not even the word disco for fear of people hearing YMCA instead of David Guetta.

He came up with ‘Experience’ one word for a whole lot of things. Officially Experience Disco and Light Show with the tag Unique Disco, Ultimate Entertainment.

We set up a website Experiencedls.co.uk and a Facebook page and so far so good. We’re even booked for a Wedding Fair at the Princes Hall in Aldershot on Sunday 27th Jan.

I’d be interested to know people’s opinions on the name and the rebranding scheme. All comments welcome.

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My Keilwerth Needs A Name

Why is it that giving your instrument a name is seen as blisteringly un-cool? I’ve seen people shy away from me when I call me sax by its name, like they think they might catch un-cool vibes just by being near me. But I really don’t understand why.

A professional musician builds up a relationship with their instrument. You spend hours alone with it, the pads wear according to how you play and you even hundreds of pounds modifying it to your specifications. You worry about it if it gets to hot or too cold and most of us wouldn’t contemplate leaving it in the car. Some pets don’t get treated this well (poor things.)

I’m quite happy to tell people that my tenor is called Sam, my back-up is called Dean, my bari’s name is monster and my flute is called Castiel. (I know there is a theme here but it actually wasn’t intentional until Castiel came along.) The only instrument with a name that hasn’t stuck is my clarinet and that’s probably because I haven’t spent enough time with it.

Now I have a problem because I traded my lovely Selmer alto ‘Tatty’ for a Keilwerth alto and I can’t find it a fitting name. It’s actually a bizarre reason to practice more because only by getting to know the sax better will I find it the perfect name. Bet you haven’t tried that one on your students have you?

“That’s right kids; if you do a lot of practice you’ll be able to give your sax a really good name.”

(And I wonder why people think I’m strange.)