Corporate America often spends loads of money finding the right name for a product.
Everything from laundry detergent to automobiles is named after all sorts of research is done.
Some names just don’t work. If you had a floor wax or furniture polish made from scratch, it would not be prudent to name it “Scratch.” Folks would not buy Scratch Furniture Polish.
The same is true if your nickname is Baldy and you own a barber shop.
Some names lose their appeal because of someone famous. I don’t know how many people named Hitler live in Germany, but Adolf Hitler messed things up for them. I would think Hitler’s Bakery or Used Car Lot would not be popular establishments.
The group of thugs who call themselves ISIS has done the same thing.
Isis is the name of the Egyptian goddess of health, marriage and love. She was considered to be the ideal mother.
More than 270 registered federal trademarks contain the word “Isis.” A company in New Jersey is named Isis and sells wigs and hairpieces. The unsought association with the terrorist organization has not helped its business.
A California pharmaceutical company is called Isis. I’m sure that has resulted in some interesting conversations for their sales representatives.
Companies that sell bridal and formal wear have the name Isis; after all she was the goddess of marriage.
Giving something a name is a challenging task. Somebody decided a moniker for you when you were born. For most people, it stays with you the rest of your life.
Joy The Clown lived in Hall County for a number of years before he died. I don’t know what his birth name was. He went to court and legally changed his name to Joy The Clown. It was on his driver’s license.
In the days when I was a television reporter, people would sometimes ask me if Harris Blackwood was my real name. Yes, it is.
I once knew a man whose given name was Charlie Brown. He took the association with the cartoon character in stride.
It might not be as easy for someone named Lee Oswald or Charles Manson.
The writer of the book of Proverbs says a good name is more desirable than riches. I agree, but what do you say to upstanding people who suddenly find that they share the name with a terrorist, criminal or dictator.
The name “Jesus” is used quite often by Spanish-speaking people. I looked on the state sex offender registry and about six people are named Jesus.
That’s got to make the original Jesus pretty upset.
Several people were named Angel. That didn’t work out so well.
I feel for companies with the name Isis. They felt they were choosing a worthy name that described their business as a good place. Now, a bunch of no-good folks who hate America have dragged that name through a worldwide mud puddle that makes customers do a double-take. That’s just not right.
By the way, I would suggest one name change. For all those American citizens who have gone overseas and fought with ISIS against America, we should change their names to Useless Traitor.
Harris Blackwood is a Gainesville resident whose columns appear on the Sunday Life page and on gainesvilletimes.com/harris.