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Homeland is not where the heart is, name expert cautions

Saturday November 30, 2002 - 14:46:44 EST

TORONTO (CP) - If you're trying to create a corporate name that connotes trust, reliability and friendliness, you might want to avoid any reference to "homeland." And if that word is already associated with your company you should change it, advises corporate naming consultant Naseem Javed.

"Keep away from using this soon-to-become-forbidden word Homeland in a

day-to-day business name and everyday lingo," says Javed, head of ABC Namebank.

He warns of "confusion and even backlash" following the creation of America's massive new Department of Homeland Security.

"In time, this new word will acquire the secondary meaning and the connotation of a high-security government agency, the likes of CIA, FBI and KGB."

An ABC Namebank survey found about 2,000 corporations in Canada, the United States, Britain and Australia using the word Homeland.

For these companies, in lines of business including agriculture, house construction, hospitality and medical services, "it's better to fix the names, as confusion with security and intelligence is inevitable," Javed says.

As for the Department of Homeland Security - consolidating 22 units from 12 U.S. government departments into a monster bureau with 169,000 employees and a budget of $37 billion US - "it's a great name for a great agency."

© The Canadian Press, 2002

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At ABC Namebank, what we have done so far:

Firstly, we have created names like TELUS, CELESTICA, INTRIA, GENNUM, VINCOR, DUPLIUM, AGRICORE, POLLARA and recently ZARLINK. We have also helped clients like IBM, General Motors, Texaco, Honeywell, Bell Canada, KPMG, Bell South, RBH, GENTRA, CENTERPOST, OMNI-TV, Royal Bank, Sasktel, Johnson & Johnson, Air Canada, Radio Shack, Merck, BBDO, Petro Canada, ROGERS and COMPORIUM.

For about a quarter of a century ABC Namebank has solely & exclusively worked on naming projects. Therefore, we bring cutting edge strategies for merged entities, consolidation of names, competitive name analysis and solutions for international trademark concerns and positioning of global domain names. This experience of hundreds of projects over a quarter century helped us write books on the science of naming and also be invited to lecture at major conferences worldwide.

Here, It is very systematic, very methodical and very tactical. It's all about applying The Master Rules of Naming with full knowledge, confidence, and a successful track record. We open dialogue, which covers every aspects of global naming under the sun, all in the same boardroom, all at the same time. It is live and not sub-contracted out for later dates. It is about opening the doors to knowledge and leading a game plan guided by solid experience. This ensures smooth transition with names to win, names to last with proper global ownership. Everyone is happy. We handle global projects or even small naming projects all with the same care and efficiency. We routinely charge 10k to 100k for complete turnkey solutions...satisfaction is always guaranteed.

2004 Forecasts and Naming Trends

Forecasts on new naming trends in 2004 would also include the role of new terminologies which erupt every now and then like LASER, DIGITAL, CELLULAR or ELECTROKINETIC. Among other things, Naming Rules, demand a comprehensive understanding of such big issues when naming new identities. There is a major research document in the works on 2004 which forecasts on styles and trends of corporate naming, product name identity and global branding.

Call us for a confidential discussion on any corporate or a product name issue of any type or size…

info@abcnamebank.com 212-697-7700 New York 905-794-0055 Toronto www.abcnamebank.com

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