Ah, the brand names we encounter. Juniper, Vivent, TopCare — these names were carefully chosen—and we can see why, and we can sympathize. It’s a world in which finding a good, legally available name for a company or product is hellishly difficult. Pick a plant… smash together top and care. Whatever works.
Also during this spell, I heard a radio ad mentioning colleges and families… with a deep-voiced announcer asking for support for “UNCF” — UNCF? — which meant nothing to me. Then he added, “Because a mind is a terrible thing to waste.”
Oh right. United Negro College Fund. Everyone knows their slogan, which is one of the most famous ever written.
I must have been asleep when the United Negro College Fund (founded in 1944) changed its name to UNCF. We can understand why they did it—the word “negro” is passé and might be considered offensive to some.
But to reduce a respected old name to four letters? That's a surrender to mediocrity.
Brandsinger says: Find a new name. Smash two words together. Modify an existing word. Use a word with a number. Pick a plant — anything is better than four letters.
Or this: use the famous tagline itself—“Mail your checks to us, A Mind Is A Terrible Thing To Waste.”
Call the organization A Mind Is A Terrible Thing To Waste. Make people say your entire eight-word name. Make the world read your story every time they see your business card, write you a letter or send you money.
The world already loves your rallying cry. Make it your name.