WHAT do many companies with long, generic and unimaginative names do? They simply turn them into short, meaningless and equally unimaginative acronyms. I think the following scene has probably been played out in countless boardrooms all over the world, ultimately resulting in companies coming up with useless acronyms as their brand names. Let us take a look at what would happen at a senior management meeting at the International Aviation Engineering & Automation company. This is a fictitious company created for the purpose of illustrating the ‘No Acronyms’ rule of naming. Any resemblance to real companies out there in the real world is unintended.
We recently engaged a brand consulting ...