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Name-changer, game-changer!

Many of the biggest brands in business have changed their names. 

Apple, Google, Pepsi, etc., changed their complicated and disconnected names to simpler names that are easy to pronounce, remember, and talk about. 

But some big brands have made blunders with their name change. 

I was reminded of such catastrophic changes last week when I realized that the Pfizer vaccine has now been given a name.

We’ve all been talking about the pros and cons of getting injected with that vaccine without even using its name!

Instead, we’ve just been referring to it as the Pfizer vaccine – even when getting injected by it or fighting against it.

However, I feel that the name needs an injection of some sense of branding and brand naming.

Because it is called Comirnaty!

And yes, because its meaning is not self-explanatory, please know that it’s a combination of COVID + mRNA + community.

The name is made up of 3 components – what caused the problem + Pfizer’s solution + desired outcome.

I feel that people are going to continue to call it the Pfizer vaccine instead of calling it by its given name.

That’s the exact opposite outcome of why Pfizer named its vaccine Comirnaty.

Takeaway

Change the name so that you can change the game, not so that your new name can be ignored in the branding game.

Will you continue to refer to the Pfizer vaccine as the Pfizer vaccine or call it by its new name? Let me know here.

Name for your customer, not your product.

Steve Jobs

Kurian Babykutty

CEO, 40 Parables

Kurian's a steward of storytelling and a keen observer of people, which is why he geeks out on making marketing meaningful.

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