Wednesday, March 29, 2023

What's In a Name When It Comes to Brands?

Recently, King Charles III granted a title that belonged to his father to his youngest brother, Prince Edward.

According to Town and Country, "Upon marriage, royal princes often receive a dukedom from the monarch; however, on Edward's wedding day, he was given the title of Earl of Wessex. On March 10, 2023, King Charles conferred the title of Duke of Edinburgh upon his brother."

The official royal press release stated, "His Majesty The King has been pleased to confer the Dukedom of Edinburgh upon The Prince Edward, Earl of Wessex and Forfar, on the occasion of His Royal Highness's 59th birthday. The title will be held by Prince Edward for His Royal Highness's lifetime. The Dukedom was last created for Prince Philip in 1947, upon his marriage to Princess Elizabeth, who held the title of Duchess of Edinburgh before acceding to the throne in 1952. The Duke and Duchess of Edinburgh are proud to continue Prince Philip's legacy of promoting opportunities for young people of all backgrounds to reach their full potential."

While this new title was not a surprise, it creates more exposure for Prince Edward and his wife combined with the ability to expand their philanthropic reach.

Also, the dukedom, which in the past was hereditary, will not pass down to Prince Edward's son, James, when Edward dies. It will revert to the Crown and paves the way for one of the Prince and Princess of Wales's children to potentially be given the title in the future, possibly Prince Louis.

So, can new titles, name changes, and new taglines improve brands? Can they help tell a brand's story? Or, can the change damage brands, their story, and positioning?

Perhaps, the answer can best be explained by this quote from Dave Buck, CEO of CoachVille:

"Your brand is a gateway to your true work. You know you are here to do something — to create something or help others in some way. The question is, how can you set up your life and work so that you can do it? The answer lies in your brand. When you create a compelling brand, you attract people who want the promise of your brand — which you deliver."

Image Credit: Ae2s communications.

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