Tom Dougherty, CEO – Stealing Share
29 July 2010
The YMCA is Confusing Activity With Accomplishment
I just do not get it. In case you have not heard, the YMCA is now simply the “Y,” unless of course you are referring to the local branch in which it will still be called the “YMCA of <insert locality>.”
Every time I read about this “rebranding,” the same one word question comes to mind, “What purpose does this serve?” Is it an awareness problem? If one of the most popular party songs ever has not built awareness, I am pretty sure shortening the name to The Y would not do it either.
“Changing the name of the national organization yet keeping the local YMCAs makes no sense.”
The problem here is that the Y re-branding is an activity that accomplished nothing. n fact, the name is more convoluted now than it ever was. It is to be known now as simply “The Y” except when they are to be known as “The YMCA.” Neil Nicoll, president and chief executive of the Y said in an interview in the New York Times that it was, in part, to “simplify its message.” I wonder if that statement came directly from the talking points the agency they hired to do this groundbreaking work. Because in reality, it does not change anything. In fact it is the opposite of simple. It is now more complex. Moreover, the new Y logo still has YMCA on it.
Lets face it, people called it the Y already. Changing the name of the national organization yet keeping the local YMCAs makes no sense. The organization spent some serious money it could have used in its fantastic community involvement work on an activity that accomplished nothing.
RTW Retailwinds Tom Dougherty, CEO - Stealing Share 14 November 2018 A company changes its name to RTW Retailwinds? The women’s apparel retailer, New York & Company, changes its name to RTW Retailwinds. And I think the new name sucks.Greg Scott, Chief...
Fake Facebook friends Tom Dougherty, CEO - Stealing Share 13 November 2018 Fake Facebook friends, just like MySpace For a short while, I was becoming a Facebook junkie. Er, perhaps the word junkie is too intense. Rather, my use of the site had become routine in my...
Grocery brands Tom Dougherty, CEO - Stealing Share 12 November 2018 Grocery brands and…yoga? I first thought it was all pretty stupid. Grocery brands trotting out yoga classes, on-site breweries and jazz pianists to attract customers. I mean, how desperate can you...