What's in a name? It is more than you know

Name changing is on the rise again.

Couple of weeks ago Starbucks announced the opening of their new stores under a brand new name "15th avenue coffee and tea". No Starbucks logo! No espresso machines!!

Chicago landmark Sears Tower became Willis Tower.

Wal-Mart introduced "Mas Club", a clever play on words with its Sam's Club.

Over 70,000 people changed names last year in the United Kingdom to avoid mispronunciation of ethnic names and also to blend in. I have always wondered how long it would take for an adult to adjust to a newly adopted first name.

We know Agnes Gonxha Bojaxhiu as Mother Theresa. Friends and acquaintances alike must have sighed in relief of Gheyas od-Din Abu Ol-Fash Umar ebn Ebrahim ol-Khayyami becoming Omar Khayyam.

Some name changes are legendary.

Haloid became Xerox. "I need to make a Xerox of this document" was way before Google became a verb. Relational Software became the now mighty Oracle. Galvin manufacturing evolved into Motorola.

Then there were the glued names to demonstrate the combined prowess of two or more businesses. ConocoPhillips, ExxonMobil, DaimlerChrysler, PriceWaterhouseCoopers etc.

Some names did not receive the warm welcome. New Coke.

Changing names is not new. People and businesses have been experimenting with name changes for a long time. Reasons for doing it, however, have been intriguing.

Name changes to create a new beginning or to distance from a not so pleasant past (and payments for being profitable!) include Anderson Consulting becoming Accenture. Phillip Morris transformation into Altria.

Much of this is in response to evolution of products and markets at unprecedented speed. Buying patterns in a shrinking economy and amidst global competition has forced companies to try newer avenues to position for significant growth. Distancing from a successful past to explore the possibilities of tomorrow is bold. Courage to reject what we know to learn something new is refreshing.

Name changing now seems to have a whole new meaning. On surface it appears business as usual.

Deep under the covers it is a new movement in the works to present a trusting and friendly face to gain further traction and .. new relationships. It has also given high equity brands an opportunity to offer comparable products at significantly lower prices under a new name.

Shakespeare said "A rose by any other name would smell as sweet". Today, his wall on Facebook would be riddled by the prophets of brand architecture telling otherwise!

Name changing is not simple. Add to this the etymology and suddenly it becomes a delicate act.

Would changing names gain proximity and help solidify an existing brand or would it result in irreversible brand dilution and eventually alienation?

I plan to follow this trend while enjoying a fresh brew at 15th Ave coffee and tea.