What's In a Name?

"What's in a name? That which we call a rose by any other name would smell as sweet." - William Shakespeare, Romeo and Juliet But...would it? Today's branding experts might argue with Shakespeare that the name might actually influence the smell after all. I mean, it's all perception right? Image? Association? We want to associate with brands that we feel represent us, say something about us, possibly even define us. At Boom, we don't claim to be branding experts, but 10 years ago when it came to deciding on a name for our company, we felt strongly that it should be something that not only stood out in our industry, but really captured who we are and how we work and maybe even communicate what you could expect when you work with us.

We started with the brainstorm...we asked around for one word answers to "what makes you want to work with an outside company or agency?" We had some great responses: honesty, great results, price/value, likability, efficiency. But one sentiment really came through consistently: we want someone who will do what they say they will do.

We liked that. We liked that a lot. Because when we asked ourselves what was the impulse to go out on our own, we realized that this sentiment was a contributing factor. We were frustrated with our own environment at the time. We were a bit bogged down in process and bureaucracy and politics internally that often made it impossible for us to "just get it done" for our clients. So the brainstorm naturally flowed: what do we want our clients to know, to experience, to feel like when they come to us. The answer: that we get the job done. You tell us what you need, BOOM, it's done. No unnecessary back and forth,no extra meetings, no series of conference calls. Get to the root of what our clients need. Ask the right questions, float the solution, and you should naturally get the BOOM.

While Shakespeare clearly got it right when referring to Juliet, we're not so sure his hypothetical applies in today's competitive world of branding. We hope our approach to client service and appeal would be just as strong if we were, say "the broadcast media relations company, inc." But we'd rather stick with what we've got...after all,everyone needs a little Boom now and then.