What is a name? At the highest level, a name is nothing but a word which is in turn stitched together with random letters from the appropriate language's alphabet soup (in this case, English) and given a specific pronunciation depending upon its usage and context. Digging a bit deeper like how we spade the ground to plant a sapling, the name is a label representing any object - living or nonliving - along with its meaning to recognize, identify the object correctly and understand it better so that confusions doesn't arise while communicating or expressing or participating in an interaction between/amongst us - Human Beings. Since, we are on the topic of words,
Shakespeare had rightly said when he observed and proclaimed "A rose by any other name is still a rose". Extending his pointed and succinct statement (Alliteration time again! :P), inevitably and inherently, the natural corollary of his pithy remark is that the object called rose can actually exist without the label or in other words, to be crystal clear, the name that we have imposed upon the object "rose" for our own convenience. It's like the evergreen Senthil-Goundamani comedy where Senthil says "Poova poo num solalam puipam num solalam neenga solra maariyum solalam". (A flower can be called a flower or in the manner you say it!).
Why am I giving such a boring lecture? It is certainly not an obiter dictum or a fugacious flippant (It's 'A' time again.!) assertion that is based on my personal experience, realization or understanding. Or, it may be also.! Anyway, You will know why soon enough. But, to get to the why, we need to have an experiment now so that the understanding is lot clearer and simpler. I request you to kindly give in your uninterrupted and undivided attention for some time.
Imagine......Imagine yourself walking in a big red house which has a beautiful green garden with tall eucalyptus trees surrounding it. You can smell the deep medicinal smell of eucalyptus now. Amidst the tall trees, yellow flowers like Kanikonna or the golden rain flower are growing with black bees and blue butterflies fighting with each other to get their share of nectar from them.
Hope you have imagined till now. Just a little bit more and it will be over soon. Please do continue imagining that....
There is a big red rose right in the middle of your spectacular garden already occupied by tall trees, Kanikonna and teeming with black bees and blue butterflies. Now, hold on to that mental picture in your mind for a couple of seconds. Voila! The experiment is over and you have with passed with flying colors as long as you had involved and engaged yourself completely.
How did this all happen?
We have been hard-wired, right from birth, to systematically match the words and their meanings to the objects so that the association to these impressions of objects happen naturally and automatically from our sub-conscious memory with us being aware of it consciously and unconsciously at the same time. Sounds labyrinth confusing?
No rose on a plant in our planet has ever yelled or said "Hey..I am called rose. Please call me by that name". And it is applicable to each and every word of any language - ancient or modern. All words are deemed relevant to the specific or general objects only from the point of view of our species. It's like Phoebe saying "Potato Potaato..Whatever"
At the end of the day, when you can ask a scientist what was the single most difficult aspect of his/her ground-breaking discovery, they will immediately and without any second hesitation say "naming it".
Naming is a nightmarish task for any Brand Consultant who would have come up with an excellent strategy to beat their competitors for their product by framing the essential Branding attributes, traits and personality to breathe soul to the product but ultimately find it extremely difficult to give the product a memorable, catchy, non-offensive in any language, unique and sound cool name. If the BC goes in for another criteria - to reflect the product's core benefit like Fair&Lovely as the brand's name - to get instant Brand recognition, they will surely go bald after tearing their head apart just to get the product's name right. THAT is the import, significance and value of a name. A complete dealbreaker between billion dollars and also-rans.
I will give one more example in our Indian context.
Other than the DeMon implementation, Modi Ji is doing everything in his power to make it right for our country stand tall and proud in the global arena. But, whenever he flies to other countries to woo the investors, his name is being dragged and draped with mud and filth. The problem is not with him going abroad but with the way the media projects his tours as "Foreign tours", "Foreign visits" etc. So, from the common man's (read: the uneducated majorities) perspective, when they hear labels like "Foreign tours", "Foreign visits", they get the impression that our PM is relaxing and enjoying in his trips without taking care of them or the nation which gives Modi Ji a bad name despite he working hard for the welfare of the people. And his selfies doesn't help him either with the opposition launching an all-out attack on him whenever they get the slightest whiff of possibility.
When a person does not do anything and gets a bad name, it is justice. But, when an individual works tirelessly, produces results yet gets a tarnished image, in my opinion, that's wrong.
When a person does not do anything and gets a bad name, it is justice. But, when an individual works tirelessly, produces results yet gets a tarnished image, in my opinion, that's wrong.
What can be done is to rename Modi Ji's "Foreign tours", "Foreign visits" as "Capital Acquisition Engagement" or "Investment Magnetization Exercise" or "Investment Employment Collaboration" etc. that aptly reflects his tour schedule as sometimes he may visit the heads of other countries to create a sense of goodwill between the nations as well. So, the more complex the naming phrases, the better as the people will perceive that Modi Ji is doing something extraordinary and exceptional that no one has done before him when in reality he is only trying to convince the investors to start their operations in India. Likewise, such a renaming would effectively seal the lips of anyone and everyone who dare to raise the issue when he is away from our country for inking business deals.
It might seem fraudulent to some people who may lambast me saying that it is tricking and manipulating our own country people. Au Contraire, it is wrong ONLY IF Modi Ji does not go to other countries and persuade them for their investments. But, he is doing all these things. Isn't he?
To make it more comprehensible and easier - If I give you an apple for your birthday as a gift, you will definitely give a smirk and bad mouth about me to your friends after I had departed from the party. But, if I present you the same apple in a golden colored wrapper neatly tied with a red ribbon on top of it, you would squeal with delight.
That is exactly what I am also suggesting. It is just presenting the same information (read: Foreign tours, Foreign trips) in new way.
So, the next time when anyone says "what's in a name"? Just point them to this blog....eeeeeeeeeeeeeeeeeeeeeeeee.. :) :) :)
PS:
All the opinions, experiment designed and inferences derived from the comedy scenes are solely mine and no one is to be held accountable other than me if you have the feel that they are restrictedly right. The suggestion given is solely based on facts and my own qualified understanding of the subjects - Marketing&Branding.
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