November 9, 2007
Company Name Changes: Working Assets Believes It(')s CREDO
Working Assets, the telephone company whose unique selling proposition is the donations it makes to progressive causes, has just announced a name change, despite the fact that it hasn't been bought out or acquired any new subsidiaries.
Now, "Working Assets" wasn't a bad name: it conveyed that the company was putting its (and your) assets to work - if not necessarily what they were working for. But the new name, CREDO, focuses attention on the "paycheck of the heart" that the connected generation demands.
In a letter addressed to its customers, CREDO answers the question "Why are you changing your name?" this way:
- Because we want our name to tell the world what we're all about, so we can continue to grow our business an our movement for progressive change. Because "credo" means belief and belief is at the heart of everything we do. The belief we can make the world a better place through great phone service. As CREDO, we'll be reaching more people and working even harder for progressive change.
They could easily have added, "because the new name gives us an entry point into the social media revolution," because that's what the "What's Your Credo" project does for them. CREDO is inviting people - whether or not they're customers - to upload videos of themselves saying what they believe.
The word credo itself is Latin for "I believe" and is the root of the English word "creed," though it has also come into the English language as "credo," which actually means a system of principles or beliefs.
Those interested in trying the service will be happy to know that the bribe for signing up is still the same as before: free Ben & Jerry's ice cream.
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