Name (name) Art Galleries - the best way how not to i.t.d

[iside]

Сообщение от "artcol

Now, if listings.
book lose >

I have already goosebumps >

[Vladimir]

Now increasingly being done differently.
Going to variants of the name and checked in a safe place (for example, nic.ru), which domain names are free.
Registered name, and then the name.
In the reverse order.

[artcol]

Сообщение от Allena

iside, let's try to understand.

If a meaningful title, the discrepancy between his sense of business will be unique, with no options, this business harm (as in the eyes of those who know him, and among those who could become a client). The only loophole for stubborn - if this name is understood a little, and the others see him as just a fancy word. In this case the sense would be "with him, though, as with goat milk, but the damage, but also no". Example: how much appear in the 90 years in Russia, companies with names Phobos and Deimos - do not count more than the wild monkeys in Brazil is good though the meaning of these names is understood by few. But those few - certainly lost customers!

Name - the most important part of advertising strategy for every company, and, incidentally, one of the very an effective tool to attract customers (corny, but as you see, even this triviality is not all understand). Do not use this tool to attract customers or to use known to himself (his business) to the detriment - is unwise, to say the least.

If your friend intends to opening the gallery and sit there all day and engage in introspection, or something else is in this spirit, he is no advertising strategy is not needed. If this business, but more so associated with the active, contemporary art, "saying" the name he needs. For example, wealthy tourists exploring the city a list of galleries in the hope to see and /or buy contemporary art. Where it goes: In "Dreams of Love" or "Art of the XXI Century? Yes it's head does not come, that "Dreams of Love" - ​​it ультрасуперпуперсовременно >

How do I replace it? In advertising there are technologies changing the name. If what you want to replace - is "untwisted" or the vivid word, or hard on hearing (as in your case, due to the very recent presentation), then the best option to use with the old and the new name. After a while the old name will be dropped. Of course, this fresh use in your case, you can be beat, but it's very individual for each case.

There is another option, in my opinion: as to transform the original name to a certain similarity remained, but an undesirable meaning left. More specifically say anything, of course, can not.

By the way, there is an inverse version of: name in the future. Maybe he wants to sell kontemporari and do classical art, in which his name will be just very appropriate. In this case, the name will also have to do something.

But once abandon the old name in favor of a new can in any case - will be enormous harm to the business. Times already in all the newspapers called "lit up", then its change will hurt the owner first and foremost in the eyes of society - those who know him. And the harm that will be expressed not in lost customers, and loss of reputation (always at least someone will be surprised, will, so between work, gossip, speculation, conjecture, and just do not understand the act, so, consequently, the person who committed it unreliable, ie to deal with him ... In a word, worse than that in this case, it is difficult to come up with anything).

Try to ask the gallery owner about what he thought when thought out (sorry for taftologiyu) name. If he says anything about attracting customers, then all is not lost, but if it starts to flow mysyu on the tree, stop worrying and give him the opportunity to fully reap the fruits of their ease - you are powerless here.

iside, I tried to offer a full advertising, so to speak cards. To sum up: the harm from the unfortunate name - is unconditional. Damage from both the title and from his unsuccessful change can be, relatively speaking, "obvious" (lost customers), and "nonobvious" (reputational costs). What's worse - is unknown. Change is possible and necessary, most importantly - correctly.

To get rid of unnecessary speculation, it is possible, inventing a parallel title in the gallery to arrange another reception, picking up some excuse, and there, in an informal setting to answer any questions guests bude any. Admission information falls into the same newspaper, but with a new, double name. No speculation will arise.

One last thing: how do you call a boat, so it will float! Unfortunate name has any business not help.

I have a slightly different opinion.

The title thing is that it memorized (positive perception - of course, is that there are no stupid or worse - negative associations). The fact that the shell will not match the contents - it is not critical to the business. Well, one of the hundreds of mb thoughtful and frowned, but the weather this one will do. Moreover, some dissonance between the sign and what is behind it may conversely enhance the effect of memory (for things such associative memory), according to this principle the technology works, "AshiPka" when the word intentionally to make grammar or other error. I'm here for example, still remember the slogan of one gallery to sell art art "because of its enormity

[Glasha]

Сообщение от iside; 1636071 "

, especially if someone were cases that changed the name .

And the well-established international brands are changing the name .

For example , LG, not a month there , and changed the logo - for example, I already forgot what they were before .

Or Dessange - removed the name Jacques (Jacques DESSANGE), when the reins passed to his grandson .
Imagine what it cost them to change all (! ) with the logo all over the world .
Was it worth that could leave the name of his grandfather , the founder , but has changed and nothing .

[Vladimir]

Сообщение от "Glasha

For example, LG, not a month there, and changed the logo - for example, I already forgot what they were before

They were Lucky GoldStar, then just GoldStar, but terrible in all incarnations.
In those days.

[Allena]

Сообщение от artcol

I have a slightly different view.

That's a euphemism!

Not another colleague, and the exact opposite! The only thing we stand in solidarity with you - is in the evaluation of the above your slogan! As for the deliberate mistakes in words or style - it is no less heinous phenomenon than this slogan. And still do not know what is worse, because the slogan of a certain picture sees a limited number of persons, and errors in the head arms vdolblennye advertising (aimed at memorization, you understand!) Will hear and remember the millions of adults and children!

In advertising there are laws written and unwritten. Professionals they know and do not break. And advertisers do not realize that for their own their own money, along with "Flight of creative thought" they had received at least anti-advertising, as well as a maximum, and even more headaches. We have a very rich language, and if false advertising agency is not capable of its vast resources to tell their client about a product, it is ignorant to the bad taste that put his client's an idiot and gave him trouble. Incidentally, the problem is the professional who comes up with ads and get paid for it, consists in the fact not to let the client to expose yourself an idiot (which is sometimes harder than to come up with a cool ad campaign).

Сообщение от artcol

(positive perception - of course, is that there are no stupid or worse - negative associations)

And this in the beginning there was ... ~ C, I, too, do not argue. Just do not simply "positive perception", a colleague artcol, and the active "positive" ... Ie a good name - it's a) memorability, and b) an active positive attitude, well, a few more features >

[iside]

Allena, thanks very much for such a meaningful answer, of course, many moments and I both know, but it was important that someone is confirmed.

Сообщение от Allena; 1636833"

and just do not understand the act, so, consequently, the person who committed it, is unreliable, ie to deal with him ...

This is the most it is what he fears. Yes, and I do too.

Сообщение от Allena; 1636833 '

Try to ask the gallery owner about what he was thinking when inventing the name. If he says anything about attracting customers, then all is not lost, but if it starts to flow mysyu on the tree, stop worrying and give him the opportunity to fully reap the fruits of their carelessness.

And I've already asked him, and the response was from the series: Well, as I wanted and that's it. No special marketing thought was not in sight.

Сообщение от Allena; 1636833"

Maybe he wants to sell kontemporari and do classical art, in which his name will be just very appropriate. In this case, the name will also have to do something

On the contrary, now he has paintings and sculptures that date back even 70-80-90 years, and these were golden years for the art of BV (sorry for the so-topic and not opened on the region). Mahmoud Said in the collection there, but also a lot of interesting work.

Works of this period the market is already very low, so cycling through the gallery to support fail. Sell ​​now all too makes no sense. But he was hunting to be an active participant, so he will deal with kontemporari. Again, as it will all be combined? In various halls. Especially since there is a gallery is already working on the principle of a mix of opera in Dubai, they select the best or loudest (untwisted) the names of 20-21 centuries, and it works with a bang. Because everyone who came in, there's something for themselves.

So, thank you, all I'm going now to meet with him, expect to continue. >

[artcol]

Сообщение от Allena

That's a euphemism!

Not another colleague, and the exact opposite! The only thing we stand in solidarity with you - is in the evaluation of the above your slogan! As for the deliberate mistakes in words or style - it is no less heinous phenomenon than this slogan. And still do not know what is worse, because the slogan of a certain picture sees a limited number of persons, and errors in the head arms vdolblennye advertising (aimed at memorization, you understand!) Will hear and remember the millions of adults and children!

In advertising there are laws written and unwritten. Professionals they know and do not break. And advertisers do not realize that for their own their own money, along with "Flight of creative thought" they had received at least anti-advertising, as well as a maximum, and even more headaches. We have a very rich language, and if false advertising agency is not capable of its vast resources to tell their client about a product, it is ignorant to the bad taste that put his client's an idiot and gave him trouble. Incidentally, the problem is the professional who comes up with ads and get paid for it, consists in the fact not to let the client to expose yourself an idiot (which is sometimes harder than to come up with a cool ad campaign).

Here's another thought of the monstrous: the name of the fund of my acquaintance - ARTmosfera >
Alena, I just want to say that all is not uniquely named. And advertisers - is a consultant, he is alienated, and a businessman - a businessman, it's - it, and it is very important that this is it. He invested in the name of your thoughts, emotions, put himself shorter. As grit, dry theory ...
In general, in my practice, I came to withstand my earlier conclusions, although the first course was on your positions. Please do not judge strictly for apostasy >

[Allena]

Artcol, you feel alienated advertiser consultant and a businessman - fused with the business flesh and blood.

I, unfortunately, will not be able to agree, though absolutely deny this assertion is just silly. Businessmen often think that once they are masters, so no one is better they do not know how to advertise their business. Strong delusion! Every ground squirrel in the advertising field, considers himself an agriculturist. Owners come to advertising professionals, pay money, but it is not allowed to work, strangle petty instructions any thought. That, as no one else they can harm your business - it is absolutely right! And many times I had to explain to swear, to persuade them not to hurt yourself! Question: If you're so smart and he know everything, then why did you come to a professional advertising agency? >

And what about cold detachment ... Perhaps each has its own operating principles, the main thing - the result. When I was studying advertising, we were told that more than anything else advertiser should love the "goods"! Me then it's great to wince, and then on their own experience that without this love is nothing really good is will create, you can not do creative work with a totally cool head.

Сообщение от Allena; 1636983"

Please do not judge strictly for apostasy

And in my thoughts did not have! "The main thing - the result, and each has its own methods.

[artcol]

Сообщение от Allena

Artcol, you feel alienated advertiser consultant and a businessman - fused with the business flesh and blood.

I, unfortunately, will not be able to agree, though absolutely deny this assertion is just silly. Businessmen often think that once they are masters, so no one is better they do not know how to advertise their business. Strong delusion! Every ground squirrel in the advertising field, considers himself an agriculturist. Owners come to advertising professionals, pay money, but it is not allowed to work, strangle petty instructions any thought. That, as no one else they can harm your business - it is absolutely right! And many times I had to explain to swear, to persuade them not to hurt yourself! Question: If you're so smart and he know everything, then why did you come to a professional advertising agency? >

And what about cold detachment ... Perhaps each has its own operating principles, the main thing - the result. When I was studying advertising, we were told that more than anything else advertiser should love the "goods"! Me then it's great to wince, and then on their own experience that without this love is nothing really good is will create, you can not do creative work with a totally cool head.



And in my thoughts did not have! "The main thing - the result, and each has its own methods.

Alain, it's understandable. But this is not just a product (and all of these cases - they are about the product, the type of tea), here a man a shows, your collection. This is a very important factor. The money he earns another. And he did not come to any advertisers, professional, as I understand it, just the name of Isis does not like >
A consultant - not advertisers, it's just - advisor, a competent person with whom you can discuss, seek advice. Is that right?