Acronyms Don’t Work – Computer Associates Learns the Hard Way!
What’s the lesson here: Shortening your name to letters and creating alphabet soup is a recipe for disaster. Here are a few key reasons: 1. Acronyms are less memorable than real words 2. Sounds of letters are easily misheard (“did you say B or D?) 3. Letters don’t imbue any brand personality – they are as vanilla as, well, the alphabet! Want a complete discussion of naming missteps and secrets to success? See Chapter 3 entitled Name Dropping: How to Build a Brand That Sizzles in Red Fire Branding
American Family Life Assurance Co. catapulted its domestic name = recognition from approximately 2 percent in 1990 to approximately 80 percent now, = thanks to the famous AFLAC duck. The duck is so famous that even Ben Affleck, during an appearance on David Letterman’s show, starting making fun of = his own name! Keep in mind, however, that this acronym sizzles because the company turned the acronym into both a word and an enduring mascot.