Launch With a Splash, Not a Snore
(Case Study)


Here’s an incredibly inventive and memorable way to introduce your organization’s new name—don’t make a big deal about it.

Most organizations introduce a new name by talking about themselves—the why and how of the name change. Blah, blah, blah…

Instead, learn from Splash’s success.

Splash, formerly known as A Child’s Right, is dedicated to bringing clean water to children in the developing world. The Splash team released this warm, vibrant and nearly-wordless video to build engagement in the org’s spirit, work and impact, and launch a an ambitious year-end fundraising campaign. The org’s new name simply frames this more important content.

In fact, it doesn’t even matter that the name is new—it matters only that the name is well-matched to the video content and tone, relevant to supporters and spurs action.

The Back Story

Splash founder Eric Stowe crafted the original name to reflect his belief that every child has a right to clean water.

But over time a pattern of misunderstanding of the name emerged, here and abroad, which blocked the organization being most effective. That’s the time for a name change

More to Come

Peter Drury, Splash’s development director, has agreed to partner on a case study of this name change covering the why, how, what it took, and impact down the line, when impact can be assessed.

Get the full story by subscribing to the no-charge Getting Attention e-news. I guarantee you it’ll be useful guidance for your organization’s naming challenges.

P.S. What do you want to know about developing, or changing the name of your organization or a program, service or campaign? Please share here.

I’ll do my best to answer in a future blog post or e-news article. Thank you!

Nancy Schwartz on December 4, 2012 in Branding and Messages | 3 comments
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  • cynthia woodyard

    We have a generic and narrow descriptive name for a type of healthcare service. We are developing multiple points of entry and need a name that is broad, friendly and distinctive. Also, one that clearly differientates us from the others. Our logo is mimicked too.We have chosen one and created a new logo; however, the person helping us expand our services has left to a non direct, but could be competitor. So our main new service will not be rolled out in early next year; thus making it hard to justify the name change. Now. I need to register our logo and need to create first use so I can get this process rolling so we own it out right…any ideas??? I am available at 304-212-8347 if you want to briefly discuss. I would give my email except I do not want to tip my hat competitively. thanks

  • Geoff Birmingham

    I love that video! Short, upbeat, and energetic. You’re right – the tone of the music fits perfectly with the new name. The best shot was the smiling man (school principle?) holding the two glasses of water, one dirty and one clean, and all the school kids cheering.

  • Nancy Schwartz

    Cynthia, please email me (nancy at nancyschwartz.com) with your specific question. I’m not clear on what it is.

    Thanks.

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