July 20, 2006
What do you think of FEMA’s new name?
I hadn’t given this question much thought until I was contacted by Patt Morrison of the Los Angeles Times and Southern California Public Radio.
During her live radio show on KPCC Radio, Monday, July 17th, here’s what I said about FEMA’s new name, Emergency Management Authority, or EMA:
- If it walks like a duck and quacks like a duck, it’s a duck
- The acronym EMA sounds too close to FEMA
However, the live interview broadened to re-branding in general and I thought I would share some interesting city and country name changes, some that may be familiar, some less familiar:
- The Gold Coast is now Ghana
- East Dutch Indies is now Indonesia
- Bombay is now Mumbai, and of course has been in the news recently
- Calcutta is now Kolkata
- Bangalore is now Bengaluru, which by any name, is where many of the IT jobs are going
And do you recall the unsuccessful state name change effort from North Dakota to Dakota, to make the state seem a little less northern and cold?
Some successful brand name changes, in my opinion, are:
- Kentucky Fried Chicken to KFC, because they’re no longer just in Kentucky, sell only fried chicken, and sell only chicken
- Boston Chicken to Boston Market, to reflect a broader menu
- Oil of Olay to Olay, since most new Olay products have nothing to do with oil
- St. Louis Bread to Panera Bread, from the Italian pane for bread
Finally, Atlanta Bread just changed their name to Zaria, which is Russian for sunrise. In my opinion, Zaria sounds more like a drug name than a restaurant name.
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