In a message dated 8/22/98 9:11:36 PM, [log in to unmask] wrote:

<<Fellow Listers:

A friend of mine not on the internet asked me to post this question.
Please respond directly to me <[log in to unmask]> and I will pass on
your responses.

My colleague and friend told me that the institution she is currently
working for is contemplating a name change for a variety of reasons.  She
wanted to know what other people in the profession thought of such action.
A little background:  The institution in question has changed its
collecting, exhibiting, and interpretive  philosophy radically in the last
few years.  The programs, events, outreach, have brought more visitors and
really invigorated the institution.  The majority of staff and volunteers,
as well as some board members, feel that the current name of the instution
is limiting and does not truly identify the distinctiveness of the
facility. Yet there is an element of fear of a backlash in the community if
the institution were to change its name.  So what do I tell my friend----be
courageous and forge ahead, or sit tight? Sorry, I cannot give more details
as my friend wishes some degree of annonymity for obvious reasons.

Thanks in advance for your responses.>>

In the for profit world, people spend lots of money figuring out what their
name should be.  Most of the money is spent on figuring out what the name
brings up as people see it for the first time through market research.  George
Eastman created the name Kodak because he wanted a brand name that people of
all languages could pronouce.   What does the name mean to the public?  I used
to travel to Great Barrington, MA during my summers.  A drug store changed
it's name from Melvin's to CVS.  They had a sign in the begining of the
transition that said CVS, formerly Melvins.  And I think people still call the
pharmacy Formerly Melvins.

Think long and hard before you change your name unless it helps you move
forward in your mission, public image and marketability.  With the financial
challenges most museums have today, marketability is a big issue.  It's not
what you think, it's what your community and visitors think that is important.

Try some simple market research or pay the big bucks and hire a company called
the NameLab.

Good luck,

Stephen Brand
The New Enterprise Factory