My Wisest Tee

By Laura Walcher  Presidio Sentinel San Diego, MARCH 2011

With due respect to the Presidio Sentinel, to say nothing of the New York Times, et al, it has become a well-accepted phenomenon that … more of us write, than read.  And if we do read, said James Billington, a librarian of Congress,  we  “ … dabble, rather than follow a full train of thought,” Has Twitter proven that by now?

I can confirm this phenomenon.  Many a time these fascinating columns soar into the stratosphere, never to be seen (never mind read) again. Oh, O. K.  I’m probably in good company with, say,

Samuel Pepys whose 17^th century diaries (Blogs!)  have undoubtedly been better read after his death than when he lived. At least he got a lot of angst out of his system. But heaven knows its easier to “read’ now if one were only so motivated. Still, I occasionally quote or refer to others who are perfectly indifferent to even reading about themselves, While I don’t actually advocate ego-centricity, this is really going too far.

Mark Twain scribbled in the margins of the books he read; he’d be amazed that those early 19^th century “tweets” now comprise a best seller.. That’s my goal, of course, tho’ I much prefer to be alive to enjoy it. 

Could today’s indifference to reading be a little-appreciated holdover from pre-Pepys centuries ago, when reading and writing held all kinds of perils?  Says author Robert McCrum, “writers went to extraordinary lengths to remain anonymous …” Back then, he reports, books (could be) …” a matter of life or death ,,,”  Especially translations of the Bible, he continues, noting that its first English translator was burned at the stake, along with a select group of his readers.  

Perfectly clear writing is a related conundrum– in which case, the Bible issue may be understandable. Conflicting interpretations of said Book have divided us into numerous camps, in which disparate practitioners are determined to kill off those of us whose “read” into scripture strays from their own.  So interpreting what one reads actually poses additional hazards … to this day.

(Another example, says writer Lisa Miller, “is the story of Sodom and Gemorrah.,’’… it’s a story of God’s judgment against homosexuality, promiscuity and other kinds of illicit sex …” but exceptions exist in every case.”   Besides that, she opines, it’s more correctly a story, “about the danger of having sex with Angels.”  (Hmm. Why didn’t I think of that?)

In any case, it’s clear:  our history is fraught with the dangers of both reading and writing.  No wonder we’re in this mess.

Writers today have immense freedom – with no consequences, like being drawn and quartered -  to indulge many guilty pleasures:   fantasies, dogma, defenses, complaints that don’t require fact-checking. Unless you do your own research into the truth of a subject, don’t think you know what’s really happening ... trust me.  This situation is not confined to the Bible. 

If one is to be a rich/famous writer now, one must be be prepared to market his/her own work (a practice considered “stupid” by Mr. Twain.). We must be  “linked,” and “…must, really must, produce a ‘Blog,’ “ say my advisors (BLOG = a blend of “web” and “log”). Am I sufficiently linked? Are my columns and features, my journals, diaries, grist for my Blog?  Does this future Blog of mine support my daily travails on Facebook?  Should I ever produce pieces that exceed140 characters?

When do I get time to walk the dog?

Writing.  Reading.  It all lays heavily on we wordsmiths.  And here’s what it’s come to: the sadly realistic message on my t-shirt is the wisest fool of all:  “MORE PEOPLE HAVE READ THIS T-SHIRT, “ it says, “ THAN HAVE READ YOUR BLOG.”  

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The Grass is Always Greener (Isn't It?)

Tuesday, April 5, 2005 12:00 am | Updated: 12:20 pm, Tue Nov 3, 2009.  Voice of San Diego

By LAURA WALCHER

Tuesday, April 05, 2005 | Recent fretful articles in national and local media have taken "themselves" on, for bias, carelessness, media "payola" and other seeming violations of journalistic ethics - but has this led to an exodus from journalism careers?

A few answers and issues were addressed in the San Diego Press Club's recent News Forum, which hosted panelists who went forth or back - (and a few went back AND forth) - between journalism and public relations jobs, the yin and the yang of media.

The crowd that gathered at KGTV/l0 studios on a Saturday morning possibly fantasized switching themselves - and they got the primer on the subject from panelists Karen Dalton, former TV reporter, now in-house with the City of San Diego Paramedics; Luis Monteagudo, Jr., former San Diego Union-Tribune reporter, today in-house public information officer with the County of San Diego; and Kevin Storr, former broadcast journalist, and current director of I-SAFE America, Inc. Gayle Falkenthal, quite a back-and-forth switcher herself, moderated.

The county chose Monteagudo from 70 applicants - with several from the Union-Tribune - but among other attributes, Monteagudo had an edge: as a journalist, he'd covered the county for years. "The downside might've been that I knew the county problems - or 'where the bodies were buried.'" A possible problem offset, he said, by any need for a learning curve.

Media people who switch to public relations bring valuable skills to their positions - although, Karen Dalton said, "BIG expectations rest on our shoulders!"

"We're 'translators' for our organizations - and for the media," she says. "I can't guarantee the city a 'good' story from a bad experience, but I can guide them toward the best possible outcome, in the way they handle media."

The key issue, she says, particularly as the public currently views the media with some skepticism: "no spin; no lies."

The three panelists agreed that their inside media experience saves their organizations plenty of weak, inappropriate or irrelevant pitches to the media. "That's NOT news!" is a common internal response to their colleagues' ideas.

Dalton worried, "Maybe I'm not a good PIO (public information officer). I shoot down a ton of internal stories." "But," she mused, "maybe that makes me a GOOD PIO!"

Does being in the media give them special access? "Well," says Kevin Storr, "my wife works for KFMB/Channel 8, and I haven't yet been on the station!"

Switching to public relations means acquiring new skills, all panelists agreed. Because only a small percentage of their jobs are devoted to media relations, they are all charged with producing internal publications, videos, Web sites and other outreach materials. That sent them all scurrying to learn a variety of computer programs. Also, sighed Storr, "budget issues. I never saw that coming!"

Monteagudo, Jr. was unimpressed by the notion that in the dance between publicists and journalists, the power lies with the latter. "PR people have the info that the media wants," he said, "and journalists don't always know what they want. Also, PR people definitely have the 'power' on a slow news day!"

And Kevin Storr knows PR has plenty to offer journalists. For instance, he said, he's learned "if you're holding an event for the media, bring food!"

More seriously, Falkenthal - who has been laid off from radio jobs twice - agreed with the panelists that PR offers greater job security, and new challenges and opportunities for seasoned journalists who may be bored or frustrated with their work. The moment she switched to PR, she said, she was deluged by colleagues: "How did you do it? Can I send you my resume?"

For the Press Club's News Forum audience, the bottom line was provided by Kevin Storr: "If you don't understand media, stay out of PR."

Laura Walcher is Principal Public Relations consultant to JWalcher Communications & the National Conflict Resolution Center. She is first vice-president of the San Diego Press Club

Six Simple Suggestions For Better Business

A local PR maven points out etiquette, manners and common sense

By Laura Walcher • Sat, Dec 12th, 2009  San Diego.com

Veteran public relations maven Laura Walcher has seen it all over the course of her professional career in San Diego. Here are her six suggestions that will lead individuals and companies toward a more principled business practice:

\May I Introduce Your Right Hand to Your Left Hand?

Internal communication, the most essential of all business interactions, takes top prize, in my experience, as the most ignored and disdained practice throughout all kinds of clients and all types of businesses. Now, why is that, you ask (even as you erroneously forget to number yourself among the guilty)? My educated theories:

Overconfidence. The “I can do this myself” theory of doing business.

Overscheduled. The just-too-busy to undertake another, and often substantial, project.

Egocentrism. Simply, a disrespect for the welfare, well-being and responsibilities of one’s staff and colleagues, most of whom are impacted in one way or another by company news.

There is, in business, a monumental need for consciousness-raising in this matter. I recall clients who didn’t tell us that a key executive had resigned, didn’t say that the company changed its name (honest!), didn’t tell their own president and CEO that they were booked on 60 Minutes … and so on.

It’s endless and pervasive. Solutions can range from implementing a system for internal communications to which every key manager and executive is privy, to regularly issuing a “Need to Know” memo in every e-mail and meeting agenda.

We’ve all taken note, I’m certain, that our improved communications technologies have not necessarily improved our ability to communicate.

Who Owes Ya’ Baby?

I’d love to name the best person I ever loaned money to because his incredible conscience and responsibility around the issue would showcase him as the exemplary person he is. From the moment his finances went awry until months later when he paid in full, he called regularly, first to explain his situation, then to reassure me that he was on track (and if not, why not). He arranged occasional lunches with me and, at each, expressed his appreciation for my patience.

I recently reminded him of all this. He said, "That was a difficult period for me. I owed several people money. But the truth is, in each situation, I gained a closer friend for the way I tried to deal with it.”

Today his business thrives, and it won’t surprise you to know that he undertakes every aspect of his life and business with the same sense of integrity. I’d be honored to work with him again.

Contrast that with a successful restaurateur who stonewalled, delayed, insisted on repeated detailed billings, made payments only when prompted and finally paid in full only when we threatened him with collections. The experience was predictable since he also whined, complained and made endless unnecessary demands. Not only wouldn't we work with him again, but we wouldn’t patronize his restaurants, either.

The NYPD Rule of Thumb.

Nobody’s always right and nobody’s always wrong. Everything is a “situation.” I especially like this lesson because we’re all guilty of selective listening, taking sides, jumping to conclusions, and being too lazy to research surrounding and underlying facts and possibilities.

How often do you take a side without considering the other person’s agenda? How often do you rise to defend one person, only to discover later and uncomfortably that his/her own actions drew the problematic event?

Always, but always, listen to the other side before forming, or worse, issuing an opinion.

An advertising salesman approached one of my clients and, he told me, was treated rudely. Without commitment but expressing sympathy, I said I’d look into it. My client’s story changed the picture, of course. She said he was overly aggressive, wouldn’t take “no” for an answer, and wouldn’t leave! Truth in both their stories? I thought so. As “mediator,” I can safely say I represented each appropriately, ensuring my client’s welcome presence in the ad man’s publication, and most importantly, saving their relationship for the next good buy.

Miss Manners? She’s God.

At a recent cocktail party, a prominent downtown executive (“Mr. Doe”) quickly engaged me in conversation. Commonly at such events, another gentleman approached. Mr. Doe instantly turned his attention to the newcomer, blatantly not introducing me nor even acknowledging my presence.

Well, I was embarrassed, to say the least. The new gentleman’s discomfort was apparent, too, and to his credit, he tried to “save” the situation, but could not, for the babbling on of ol’ Doe.

Result: Mr. Doe was the ultimate loser, revealing himself as callous and rude. The two of us will never regard Mr. Doe with the same respect we once had.

All Mr. Doe had to do was make a quick, simple introduction. In one additional sentence, he could have told me, “I’m so glad to see (name) to talk about (whatever)…,” and I’m absolutely certain I would have understood their discussion took precedence over our own idle chatter and would have quietly excused myself, no problem.

Too basic? Return phone calls and e-mails. Say please and thank you. Defer to age, stage in life. Hold doors open. Acknowledge people. Never be dismissive or impolite to anyone, but mainly, your elders.

Don’t Surprise Anyone, Anytime, Anyhow, for Any Reason.

Do I overstate it? No. An occasional surprise batch of chocolate chip cookies, but that’s about it.

Here’s why: Surprises throw people off. Most business people strive to be on top of their game at all times. They want to anticipate changes and problems, and ready their responses and solutions. They want to be accountable to their superiors and their own staff; they often want to take credit for good news and diffuse blame for bad.

There’s a benefit and return for helping to make your colleagues’ jobs easier and to help them look good. If you can’t avoid a surprise, be ready with information that will help them prepare their next move.

If Really Difficult People Aren’t Worth It, Forget It.

Without a doubt, you’ll have your own list of candidates. Difficult people must offer inspiration, creativity, brilliance; they must have integrity and conviction. They must frequently be right. All this has to compensate for the grief and aggravation they cause you. (No sense of humor nullifies all of the above.)

Your spokesperson: Savior, or not?

By Laura Walcher

Wednesday, January 5, 2011

In this era of WikiLeaks, everyone's a "journalist" -- journalistic ethics and search for the truth, often be damned. And, unlike previous decades, our 24/7 news cycle has decreased our power to issue and control our company's or organization's message.

Today, your success in managing the message and imparting it in a powerful and consistent manner is far more challenging. And the responsibility relies heavily upon your spokesperson.

Today, when your situation calls for engaging the media -- or a reporter wants an interview on an issue, product, trend or crisis, you'd best be prepared with the best-trained and effective person in the company.

Be careful: This person is not necessarily your leader, president or CEO. Identify a person who is completely knowledgeable -- not only about the subject at hand, but the entire company; he/she must be able to translate even complex information into simple, understandable, declarative language. Moreover, in nearly every media situation, the spokesperson must accomplish delivering the message(s) in just a few sentences or seconds. More and more, spokespersons are given less and less time to report or respond.

It's worth the time and effort to have an internal discussion about how best and/or most interestingly or "impactfully" to describe a product or situation. Write down the key points -- your spokesperson must stick to those as much as possible. In fact, prose up these points and arguments; your spokesperson can rehearse and deliver them verbatim and also be able to issue them in writing. Consistency is the key.

Your spokesperson must be nimble; able to think on his/her feet, have enough confidence (and information!) to appropriately manage the surprise question, a change of subject, an attack (to which he/she must never be defensive. Is "I am not a crook!" one of the most memorable lines in American contemporary history?) Under attack or surprise, you need your coolest cat.

Understanding the differences between dealing with a television reporter vs. a print reporter, for instance, is vital to your spokesperson's success. Needless to say, we can undertake an entire discussion about responses and control regarding whether the television interview is taped or live, whether the print/Web reporter is writing or recording, etc.

If at all possible, do not assign your public relations representative (if an outside agency) the role of company mouthpiece. The public's knee-jerk take-away is that a noncompany spokesperson is assigned in order to "hide" key information.

Bottom line? The public wants creativity, credibility and your company needs absolute messaging consistency. That way, WikiLeaks might not be able to get'cha.

Media training for Tony -- alas, too late

By Laura Walcher

Thursday, June 10, 2010 San Diego Daily Transcript

If you've been under a rock for the past few months, as BP's escaped oil gushes into the Gulf of Mexico and beyond, trashing business, tourism and not the least, countless birds and fish, you won't know about Tony Hayward, who, quote-by-quote, deepens the hole in which his company is drowning.

Maybe the New York Times and the Wall Street Journal -- among others -- are the only entities benefiting from this tragedy; BP's mega-bucks full-page ads plead their case: they didn't mean it; didn't see it coming; feel responsible; will make amends.

That might be sufficient "publicity" for maintaining their sincerity and integrity, but unfortunately, BP's heartfelt messages have been undermined daily by Tony Hayward, the company's CEO.

By now, perhaps BP is scrambling to find another spokesperson (even in a time of crisis, a company spokesperson need not be the CEO). At the very least, I hope BP has Tony Hayward deep in media training.

Ah, Tony, here's a start:

Tony: The spill will not cause big problems because the gulf ... "is a very big ocean" and ... "the environmental impact of this disaster is likely to have been very, very modest."

Crisis communication lesson: Never minimize the crisis. Express company sympathy for its victims. Apologize for any responsibility the company bears.

Tony: "What is undoubtedly true is that we did not have the tools you would want in your tool kit."

Crisis communication lesson: However possible, move to the positive. What you DO have, what you CAN do. It is the CEO's task -- and duty -- to maintain, inspire or restore confidence in his/her company.

Tony: "I'd like my life back."

Crisis communication lesson: Besides the fact that it isn't about you, never, I mean NEVER speak spontaneously in a crisis. Anticipate every question, every issue. Compose your comments and rehearse. Refer to them if needed. (Mr. Hayward apologized for this comment in the wake of media and public outrage).

Tony, in response to outcry that he quit: "I'm not quitting despite outcry. It hasn't crossed my mind. It's clearly crossed other people's minds, but not mine."

Crisis communication lesson: Don't repeat negatives. Don't speak for others -- whether it's clearly crossed their minds or not, it's not for you to say. Say what you are doing, like, you're totally committed to make things right? (While he eventually did talk about his commitment, recognizing and repeating the negatives weakened the hoped-for strength of his message.)

Tony, regarding whether he -- or the company -- will be prosecuted: "I'm not anxious about being arrested ... the criminal investigation will proceed and draw whatever conclusion it draws. The only thing I'm losing sleep about is the leak."

Crisis communication lesson: Listen up: Don't repeat negatives. ("I am not a crook!" is now Nixon's most memorable line.) If you stuck to, "The only thing I'm losing sleep over is the leak," your point and commitment would have been far more succinct and far more powerful.

Tony: "The spill is relatively tiny."

Crisis communication lesson: Ah, Tony. The CEO must have all the facts before he/she opines. You don't want to have to backtrack or wrest your foot out of your mouth.

Tony: "This won't stop deep water drilling ... We will be at the vanguard because we will know more about it than anyone else."

Crisis communication lesson: Never speculate -- and I say that knowing you didn't think you did. But you did. A premature comment to begin with; a sigh if not wry-inducing comment to end with.

Columbus? Hip and happening? Yes, it's true

Ohio capital sheds image as a Podunk town

By Laura Walcher
May 21, 2006 San Diego Union/Tribune

Cow Town? Nope. NOW Town.

These days, Columbus, Ohio, qualifies for heavy-duty respect and guaranteed never-boring fun for visitors.

In one three-day visit to Ohio's lively capital, we took in the following: a breath-taking Dale Chihuli glass exhibit at Franklin Park Conservatory; a moving and inspiring reading by former Poet Laureate Robert Pinsky; the Columbus appearance of Prince in a jam-packed, state-of-the-art arena on the Ohio State University campus; a Phoenix Theater for Children's performance (based on Cherokee legends) in the State office building's distinguished Vern Riffe Center; and by far not least, Columbus' annual community “Vaud-Villities” show, which showcased the impressive talents of a few hundred singers/dancers since 1943.

“Columbus is running me ragged,” said Suzanne Schneiderman, who moved to the city from Dayton two years ago. “I have to make choices every minute!”

Add to its rich cultural offerings a seasonal “fix” for San Diegans, in the city's blankets of spring-blooming trees and flowers; then, an impressively diverse, integrated and tolerant populace, and it's understandable that once there by accident (a visit to relatives?; a conference?) you're already making lists for your purposeful return.

In Columbus you can dine well, obsess with Ohio State University's Buckeye football fans or hit an ethnic festival any old weekend. If you're the slightest nostalgic for the “cow town” that Columbus used to be, you'd be satisfied to spend days at the annual Quarter Horse Show at Ohio EXPO Center (typically in October), the largest single-breed show in the world and the largest convention in Ohio.

Begin your Columbus tour at the Short North Arts District. Running along High Street, this community, only a few blocks from downtown, was once rundown and dangerous. Supported by the city, developers have transformed it into its present character: “hip-sans-snootiness,” said Beth Ervin of the Visitors & Convention Bureau.

Art havens include the world-class Thomas Riley Gallery, where, for instance, Chihuli and James Wilbat glass, David Bennett horses and whimsical Davie Reekie sculptures, are exhibited. A contrast, and a stroll away, is the Global Gallery, a co-op in which Third-World arts and crafts are affordable, funky and fun.

Now step back to a quieter time in nearby German Village, the largest historically restored residential area in the country. Its quaint, brick-lined streets and lovely restored homes characterize this charming, early 1800s neighborhood. Dining and browsing in German Village must begin with Schmidt's Restaurant and Sausage Haus, serving its famous Bahama Mama bratwurst, decadent cream puffs and other traditional Teutonic treats since 1886.

Of course, there's an Oktoberfest – just one of the dozens of festivals held annually. Festivals abound in Columbus, and virtually every ethic group and music genre is celebrated, from chalk artists, to Latin jazz, the Via color Italian Street Painting fest, ComFest (a throwback to the '60s and affectionately dubbed, “Hippie Haven”) – and the “Grande Dame,” held each June, the Columbus Arts Festival.

The population of nearly 750,000 adds rich diversity to Columbus, where Somalis, Ethiopians, Russians and more find gentle hospitality, reasonably priced housing and job opportunity.

Tolerance is the name of the Columbus game – whether toward its ample Jewish community, gays (the third largest enclave in the country, after San Francisco and New York), Afro-Americans (BET, 2002: “the best city in America for Afro-American families”), Appalachians, who move from the mountains in Kentucky to the city, and of course the largest population of Amish in the world.

Two-hundred years ago, historians say, “a squirrel could go across the whole (Ohio) territory without touching the ground.”

Leave it to Columbus, amid the vitality of its community, cultural, commercial and educational development, to keep enough trees to remind us all of our American roots.

Should you change your company's name? Not if you can help it

By Laura Walcher

Monday, October 11, 2010

Item: San Diego's Wild Animal Park changes its name to "The San Diego Zoo Safari Park" Good move? No.

Item: The YMCA changes its name to the 'Y" Good move? Yes.

In the last half-century, the bank currently known as Union Bank, has changed its name approximately a half-dozen times. From National Bank of San Diego, to Southern California National Bank, California Bank, Union Bank, Union Bank of California -- and now, back to Union Bank.

I'd like a dime for every hour I've spent discussing the pros and cons of name changes with clients -- and a quarter for each that didn't heed my advice. Because, while excitement and creativity abound around a potential new name, I more often find the rationales for doing so weak -- and avoidable. Often, too, companies lack a corresponding commitment or know-how to effectively drive a new name home in the marketplace.

Not that there aren't good reasons to consider a name change.

A Bloomberg News report once noted that of those companies changing their names, 52 percent changed because of mergers or acquisitions; about 44 percent wanted to better define themselves.

These may indeed be viable reasons. Others may include:

A change of ownership (yet many still choose not to change names for this reason. Consider the l00-plus-year old law firm of Luce, Forward, Hamilton & Scripps ... where these days, no attorney is so named.)

Declining business. A fresh name and graphic look can jump-start a company -- but not in and of itself. It must be accompanied by announced philosophical, directional, product (etc.) changes as well.

Changing marketplace. When fried foods came to be regarded as unhealthful, Kentucky Fried Chicken changed to "KFC." This enabled them to re-define themselves but still retain their fried product. (An extreme example of a product suffering from this, as well as the next point, you may remember, was the diet candy called "Ayds." Uh-uh.)

Tarnished name and reputation. A product recall, a crime, an accident. Sometimes the only way out is to erase history is by re-inventing yourself altogether. However, the Tylenol tampering case of l989 demonstrated that effective crises management can actually strengthen the brand name. Tylenol has remained a strong brand.

The name does not describe your company's business. When Boston Chicken added other meats to their menu, they chose an easier path with a version of their existing name, to Boston Market. Still, name recognition nearly always trumps accuracy.

While these may be compelling reasons to change, avoid it -- if possible:

You give up marketing equity. Most companies spend years driving recognition of their name, hoping to develop their brand or niche, and become strongly "top of mind" with their buyers and clients. If you have succeeded in this, changing your name will throw away all that you've achieved and force you to begin the process all over again

You often create confusion -- not clarity -- in the marketplace. I recall an old saying about how difficult it is to become memorable: get people to remember you; then, get them to remember why they remember you; get them to care why, etc. Even if you've achieved parts one and two of this; you can lose it fast when you insist they remember something new altogether.

Re-marketing your company name is expensive. Unless you are prepared to underwrite the re-design and printing of collaterals (logo, cards, letterhead, brochures, etc.), plus, implement outreach such as direct mail (name change announcements), advertising, and media and web publicity (to explain the rationale, which may be of interest), the change may take a very long time to solidify. I strongly hope San Diego's Wild Animal Park is prepared to underwrite their name change -- perhaps to millions and as long as five years.

If you decide to change

Your choice of a new name is another -- and exhaustive -- subject altogether. But, evaluate for yourself the decisions that led to the following changes -- and I guarantee that the decisions cost countless hours and dollars!

The merger of Coopers & Lybrand with Price Waterhouse became "PricewaterhouseCoopers," really (check out lack of spacing and sudden caps). In San Diego, the Centre City Development Corp. proposed changing The Embarcadero to... the Waterfront, (yawn). (This subject miraculously -- and sensibly -- evaporated.)

Some changes may have substantive rationale, but to the consumer are gratuitous and unintelligible -- Datsun to Nissan, Lidak Pharmaceuticals to Avanir Pharmaceuticals, and the most unexplained of all: The National Conference of Christians & Jews (NCCJ), to The National Conference, to The National Conference of Community & Justice (still called NCCJ) Radio Shack, which by now pops easily into our consciousness, calls itself "The Shack," but may have gotten cold feet, since it's still unclear whether the change has actually taken place. The only rationale to imagine is that it's a "shorter" name, or that the word "radio" is passé.

ResearchWorks (a San Diego-based company), whose president Dr. Moshe Engelberg developed an Identity Touchstone System to help organizations capitalize on the marketing equity in their names, says, "Ideally, a name should distinctively position an organization, product or service based on what makes it most unique to its target audience. "

Engelberg often advises clients that "if you can't fix it, feature it!" as Smuckers has so successfully done with its tag line, "With a name like Smuckers, it has to be good!" Most important, he says, don't risk guessing or acting on what you think internally. Undertake research to understand the perceived value of your name.

Consider:

The reasons you wish to change. Can your problem with your current name be solved through re-marketing? If so, you will have only image to change, and not both name and image. Changing the "official" YMCA to the "Y" is likely to be the least expensive and easiest change, since we've been referring to the organization as "The Y" for decades,

Is the name you've chosen available? Your attorney's search can answer this, or you can find help and resources through the Patent and Trademark Office website: uspto.gov.

Is the name memorable? Test this rigorously with representatives of your various target markets. Test both internally and externally.

Can the name be presented graphically, in an attractive, clear and interesting way? Can it be reproduced in both color and black and white? (It may be too expensive to print all your collaterals -- such as order forms, etc. -- in color.) Does it work in social media -- either in its entirety or short-cutted, say, for Twitter?

How does the name work in a sentence? As a possessive?

How does the name stack up against its competitors? Is it easily distinguished? Does it convey your unique message?

The process of deciding not to change may also be exhausting, but in most cases, it is reinforcing, inspires marketing creativity -- and, at least from here, comes highly recommended!

And, the validation for the change of Union Bank of California to Union Bank? The bank now has branches in numerous other states. I'll buy that change.

An Ode to My Cold

BY LAURA WALCHER,  

PRESIDIO SENTINEWednesday, December 2, 2009

I have actually welcomed a cold or two in my past. As I recall, one saved me from an unwelcome sit-down with a client, and another, from a German opera I was only attending out of politeness.

“Welcomed,” is actually inexact. “Tolerated,” or “been grateful to,” would be more accurate.

In truth, colds are too miserable to be “liked” under any circumstances. And I deeply, passionately hate the one I have now.

We’re not talking emerging tiny tickle in my throat. No small, creeping sniffle, no friendly warning. No. One minute I was a hale, healthy, hearty person, and the next, a sniveling, hacking wretch.

In shock, I’ve pulled out all the stops. With a full calendar, a selection of family crises, colleagues depending on my full focus, I’ve had no choice but to launch a ferocious counter-attack. If this little sucker was going to immoliate me in moments, I was going to get rid of it in equal time.

I raided all our cabinets: Zicam. Aspirin. NyQuil. DayQuil. Green Tea. Vitamin C. Anti-histamins. For further insurance, my doctor prescribed Azithromycen, Prednisone. Inhalers.

Day 5:  I think I’m winning. I didn’t even take a four-hour nap today.

Day 8:  What’s good is, I don’t have swine flu. But at the rate everyone avoids me, I might as well have it. So, like it or not, I’ve stayed home, for which the world at large might consider thanking me. And, I have tried to maintain a positive attitude, which has intermittently worked. Consider, with me, the up-sides of being grounded by a cold:

a) my email inbox says “253 messages; 86 unread.” I read ‘em.

b) my computer “billing” file is still holding my invoices to numerous publications that aren’t even in print anymore. Deleted.

c) I gave away three boxes of toddler-aged books and games (since my “toddlers” are now nearly teenagers)

d) I actually practiced scales on my flute (this discipline has been exceeding hampered by sniffling, sneezing and coughing, but that’s how devoted I’ve been. There are just some things one can’t do well while playing the flute, and those also include smiling, eating and talking. That’s why so many more people play the piano, say, than the flute.)

e) I probably needn’t elaborate on the giant-size stacks on every office surface that I’ve reduced to mere inches.

f) Read my book club book (I recently heard of a prominent couple who organized a book club, never read the books, yet consistently led the discussions. Impressive! )

g) I cut my hair (possibly, a mistake.)

h) I wrote a poem to my cold – - worthy of Garrison Keillor. ( I should explain that no matter what poem I write they always turn into limericks, even if called an “Ode”:

Ode to My Cold

I’ve missed many a dinner and date
Due to this condition I hate!
 Forgive me this tone, 
But I’m worn to the bone,
Can this really become my true fate?

Oh, cold! Begone! Take your leave!
I give you a ho! And a heave!
Your visit’s too long 
Go where you belong!
A’snuffle in some other sleeve!

(OK, no critics. I don’t exactly get big bucks for this stuff, y’know?)