A couple of things have turned my attention towards names recently, obviously Shakespeare originally asked the question in my title, however I am quite sure his prose on roses was in no way intended as a simple business guide, as in business a name, or brand, is all important.
The two recent re-brandings which have made me wonder are both television channels, I do not know for sure, but I do not think they are connected, I am quite sure however that both names were thought up by highly experienced, and I would suggest highly overpaid (regardless of what the actual figure was) advertising executives. My favourite example of branding stupidity has for years been the brand of petrol stations who after many thousands of pounds given to advertising specialists were advised that the best name for the little kiosks on their fore courts was "Shop" this story however simply shows the cheek of the advertising world, the two channels on the other hand show a complete lack of understanding of the product - a cardinal sin in marketing terms.
The first channel is a history channel, I don't think it is the actual history channel (if it is then someone needs shooting as they already had brand superiority.) I think it may actually be the new name of what used to be "UK History" either way it is now called "yesterday" which actually means that the last words on their trailers is the phrase "on yesterday" immediately leading potential viewers to think they have missed it.
The other channel is Virgin 1, a good name which links to a well known brand, as well as establishing the primacy of that channel within the brand, they have however decided to rename themselves as simply "channel 1" now I am not sure if they honestly believe that everyone has effortlessly switched to digital and the epg system, but if I said next Wednesday, 8pm on channel 1, how many of you would not head straight to the BBC? I would suggest very few!
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