Name Change Game Change13 Jun 2013
Back in November of last year I wrote a blog (this one) lauding MedAssurant’s full page ad in the Economist clarifying the meaning and derivation of its new name.
Now, ING US, or should I say ‘Voya’ have outdone them.
Click on the voya.com website and there’s a terrific summary of the why, how ,what and when regarding the name change.
For me, this is an unprecedented offensive – I’ve never seen a client actually document the number of names they reviewed, the quantity of testing performed etc.).
The result? a brillient effort designed to help educate and inform while immediately punching out negative Nancys and naysayers.
As for the name Voya itself, It’s short, bold, distinctive and memorable. It feels a little ‘Latin’ derived especially for a US firm but that’s probably more nit-picky than anything else. What I particularly like is use of language around headline which helps to reinforce and clarify the derivation of the name: “ING US is on a path to become Voya”
Brand owners and name changers take note.