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That which we call a rose by any other name would smell as sweet." Some A-hole named Shakespeare wrote that. He never worked in Marketing because if a rose had been called "Mexican restaurant bathroom" I guarantee it would not be the token flower of romance and passion.
There's a lot of thought and strategy that goes into naming a business and person for that matter. I recently watched a TV show on Bravo where this couple had focus groups with high powered business people and other professionals give their thoughts for potential baby names for this well-to-do and utterly obnoxious pregnant couple. They wanted their baby to be a potential CEO, so the name had to yield power and authority. My own name, Gina, had the benefit being discovered that by adding "Va-" to the front, it makes for a very powerful nickname. The bad news is that powerful nicknames don't translate to powerful CEO names. Nonetheless, as a now self proclaimed CEO of my own company ( EAT THAT, TeaserS!) we took marginally less than half a second to come up with "SickWit" for our business name.
We teetered with "Bewildered" which was a working title for a very long time. We liked that that's how most of our readers probably felt. It's the name I published my Dads cartoons under in the student newspaper of my alma matter, Long Beach State. I felt a loyalty to "Bewildered by Bob Stewart". But the ultimate test of what to name your business comes down to GoDaddy. "Bewildered.com" was not available. No self respecting business with delusions-of-grandeur like ours can start themselves off with anything but an easy to remember ".com" domain. They don't teach you that in business school, but we all know it's the truth. We had days of brainstorming and GoDaddy checking, so when "SickWit" (Bob's idea) came up in conversation and was available as a .com, our business was born.
I've read in business books about how your company needs to have a good corporate story. Well the "domain name was available" doesn't necessarily constitute a good story. So the story we tell is this: "One day after coming home from work, Bob's wife/my mother (Mimi) began saying something or other, Gina and Bob began to make fun of her in such a way that she did not find funny, Mimi retorted, "I'm sorry I don't have the same Sick-Witted humor that you and your daughter share!" and thus setting off a lightbulb for Bob and Gina."
Unfortunately this story didn't happen. We've recreated it though and I'm pretty sure now my Mom does think she came up with the idea. Heck I could almost be convinced that this really happened.
About four months after getting SickWit.com, Bob remarked that he was worried the name had a bad connotation to potential customers. It wasn't safe enough. The word "Sick", would it fly when you're trying to get someone to publish you? Poop. I could see his point, dang PC world. What I couldn't see was rewriting the months worth of work I had made for SickWit and rebuilding the website I had just built by hand. Gahhhh, I was sooo mad. Why hadn't my dad or I thought about this sooner? I went to Olives (amazing neighborhood shop where Bob and I eat at least once a week) and got a sandwich. As I was getting my sandwich, I couldn't help but notice the restaurant "Proudly Serving "Boar's Head" Deli Meat", with a big ugly emblem on the window. There it was: lightbulb for Gina. Are you kidding me? "Boars Head", an ugly animal's ugly, hairy head with snaggle teeth is a name synonimous with quality deli meat you want to eat?! But... it is. It had never crossed my mind before. And that settled it. If Boar's Head clients could "proudly" display the ugly emblem, our customers would see our value regardless of the potentially not perfect first impressions on the name. The name's impression would be molded by our cartoons, which hold their own. We would overcome. We are awesome. We are SickWit.
(PS. The story about the Boars Head isn't true. I refused to change our name due to it being just too much work. It was much later I saw the Boars Head and felt validated by my decision to stay with SickWit. However, I like to think that I'm embracing the "corporate story" telling technique swimmingly.) I still love SickWit as a name and we get compliments form our four fans that they think it's a great name, and that's who counts.
Love Always,
Va-Gina