If It Ain’t Broke

by Dan Ward

Thank you to the Boston Globe for reminding us that two rules for life and business are as true today as ever.

The paper’s editor last month decided that a new “bold approach” to the Business section required a new name for that section.  The focus of business coverage wasn’t changing; they’re still covering business news, only more prominently.

After several brainstorming sessions, a name was chosen – Business – thereby proving the continued relevance of “if it ain’t broke, don’t fix it” and “keep it simple, stupid.”

If the strongest human urge is to edit someone else’s copy, then the next-strongest may be the desire to re-name (or even “re-brand”) a product or service.  Too many of us in the PR and marketing fields fall into this trap, suggesting re-brands because they’re fun to do and, well, because everyone else is doing it.

But if a name simply and succinctly communicates your product’s purpose, then it ain’t broke.

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