What’s in a Name? Godiva, Hershey and V
One of the first decisions someone will make about their company will be it’s name - it’s a core essential element to every brand. So what kind of deciding factors go into creating a name? (Which in my mind is one of the most difficult parts to commit to.)
And what in the world do you call the greatest sweet shop of all time?
Lady Godiva and Godiva Chocolates
Let’s take a big brand like Godiva Chocolatier. Godiva was founded more than 75 years ago in Brussels, Belgum when Joseph Draps named his chocolate company in honor of the legend of Lady Godiva. In short, Lady Godiva rode through the town of Coventry in 1057 wearing nothing but her long flowing hair in a deal to reduce taxes from their Lord (her husband). To demonstrate how honorable the Lord’s serfs were, they stayed inside with their shutters closed as instructed, and Godiva successfully convinced her husband to reduced the taxes.
So, a chocolate company named after a celebrated historic figure who’s name also means “gift from God”? You decide if it’s a good chocolate name. But have you ever refered to a chocolate as a “Godiva”? As in “Let’s get a Godiva today.”? Still, I’ve got to admit that Godiva and chocolate are inseperable.
Milton and the Hershey Chocolate Company
Most everyone I know will be able to understand that I’m talking about chocolate when I mention a “Hershey Bar”. Hershey is another one of those names that’s synonymous with chocolate. As with many company names, Hershey didn’t start as a brand name, but the name of its founder Milton S. Hershey. Milton founded the Hershey Chocolate Company in 1893 after launching a successful carmel company that he eventually sold. He spent years perfecting the recipe and brought the treat which was once only a luxury for the rich to the common man. Milton Hershey is an amazing historical figure, an entrepreneur who’s legacy lives on today.
My question is, do you think Godiva Chocolatier would have performed as well by being named after it’s founder? “Draps Chocolatier”? Naming a company after it’s founder isn’t always so successful, but overtime - does it matter? (More on that in a later post) Perhaps a Draps Bar could could have been just as successful as the Hershey Bar.
V Chocolates
So you haven’t heard of V Chocolates before? Well, you should check them out. I was given a box of V Chocolates toffee at an open house I attended for Omniture a couple years ago. I was immediately impressed by the quality of the packaging, which a fellow designer told me was the award-winning work of Blain Olsen White Gurr Advertising here in Salt Lake City, Utah.
Ron Best, the founder of V Chocolates leaves the interpretation of his company name open to your own imagination. He suggests that it could sound like “vie”, the French word for “life”, but also offers a genuine “V” apron in exchange for other ideas “vmailed” to him. My first thought on the “V” was simple - Valentine - though nothing on the teal and rusty orange packaging would give me the impression of a cheesy red-heart box of chocolates you see crowding the stores starting in mid-January.
So whether you name your company after a 9th Century ‘diva, emblazen it with your family name, or even leave the whole company name open to interpretation, does it really make a difference in the long-run? “What’s in a name?” asked William Shakespeare in Romeo and Juliet, “That which we call a rose by any other name would smell as sweet.” (How about make that “taste” as sweet?)