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Old 01-23-2015, 07:18 PM
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"What's in a name"- Brightview

This is for Turf magazine which features an article about this. Obviously Turf is going to be careful not to offend a major player like Brightview so their soft stepping on this lousy name change is understandable. It's easy for a writer or analyst to tout their expertise after the fact but, Nicole let's see you take a brave step out into the lights and tell us why this is a good or bad move before the jury is in.

The nature of the article appeared to be instructional but, really it was only reporting on a news item. Would Apple be as successful if it hadn't changed it's name in 2007? Or how much of their success is attributable to the new name. As much as I despise Brightview, The Brickman Group isn't exactly the benchmark for winning landscape company names. Other threads on LS have had fun with all the stupid or poorly thought out names in our industry. A bad name might be a partial explanation for failure (or a symptom of poor business acumen) but, there are plenty of examples of successful companies with curious names.

If Turf is going to provide useful content that landscape pros will actually read then it has to be more than fluff. So Nicole how about this for article meat that you can sink you teeth into: The marketing company that came up with Brightview has attempted to be clever (especially with the logo) but instead they have sold the principals on a lousy product for all of the reasons that others like me have brought up in other threads. Write stuff like that and defend it with logic, then we'll have a reason to read future articles.
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