What's in a name?
The new catch phrase on the internet is branding. In the
80's it was called positioning.
What does it all mean?
When someone see's your name they associate it with your
products or services. Hear the name Bill Gates and you
think software.
Is your name really that important? You better believe it
is.
I think I first started realizing the importance of our
names when I watched Ali, after he'd changed his name from
Clay.
He always had a habit of mentally dominating his opponents
before they ever reached the ring. He'd get them so worked
up, that by the time the fight came around they forgot all
about their game plan. They were so upset they couldn't
even see straight.
Well Ernie Terrell got the bright idea that the best way to
get Ali upset and throw off his fight, was to use every
opportunity to call him Clay in the pre - fight interviews.
Did Ali consider his name important?
Did he position the name Ali with the term the "Greatest"
for a reason.
Yes on both counts. He was a master marketer. His product
was himself.
So what was the result of Ernie Terrell, calling him by his
former name?
Ali decided to spend the whole fight torturing him. Every
time he was ready to be knocked out, Ali would let up just
enough to cut his face unmercifully.
The whole time he was torturing him, he would taunt.
"What's my name?"
"What's my name?"
He knew the importance of branding his name. So if you're
serious about your business, remember Ali and you'll never
have to ask, "What's My Name?"
How can you brand your name fast? I'll save that for
my next article.
About the Author
John Colanzi
Special Report: "Discover How one savvy marketer turned
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http://johncolanzi.com