Is Corporate Branding Key for IPO?
By Naseem Javed Founder, ABC Namebank International | May 19, 2010
Google's recent success with their IPO and the way their unique name played out is a clear case of a smart victory. Uniqueness and distinction makes a clear path of communication starting from your HQ all the way to the shareholders via the stock markets. A corporate brand with millions of dollars in advertising and promotional support is just a useless brand unless it has a unique position, and a clear name identity, strong enough to place the corporation aside from all the other copycats and look-alike, similarly named companies.
If an IPO is supposed to be an offering designed to get the attention of investors, then it certainly requires all the necessary ingredients to achieve such a goal.
There are far too many IPO's, which simply fizzle away as soon as the press and media blitz is gone, normally this measured excitement only last a few pre-numbered days. The questions are why corporations do it and why they pay so dearly for such a poor response. If the game is to get the best attention and be a media darling, then obviously some rules must be followed. Here are some.
The Best IPO Name
It is absolutely critical to have a great name for the IPO. Very often, corporations convince themselves that they have the best corporate name. This notion is a result of a slow romance they force upon themselves with their strange and a weird name, as they endlessly spend more and more money, all in hope of prove themselves right. Expensive blitzes simply prolong the agony. While the name regardless of its origin and its history hums along for a free ride. History gets written.
For any IPO planning, a clear and distinct powerful name is a prerequisite, and this process must be carried out well in advance of such an undertaking. Park the emotions outside the boardroom and ask some tough questions. How is the name structured and what messages are being emulated by this moniker?