IN DEFENSE OF THE NAME CHANGE: I was and I still remain one of the very few that didnt comprehend the idea behind the name change of my school some years back. The name UNAD was not just sonorous to the organs of hearing but already a brand that was easy to identify with in and around the world. It was a rude shock and a bitter pill forced down our throats. We couldnt repeal it nor lift our voices against it (not because it was impossible but because we were too docile). More than 2 years after the name change, people still want to return to the old order. As for me, I would have remained indifferent as I was when I first heard the news but my visit to FB this morning prompted me to do otherwise. I am not a brand analysts but I want to drop my 2kobo what of opinion on the issue. 1. It would cost the school no meagre amount of money to go through the process of name change which would include registering with NBC and other regulatory bodies. PR would gulp a lot of money just to bring the change to the consciousness of Nigerians. Another huge amount of money would go into printing and changing stationeries. All these financial traps would do nothing but deplete the not so robust revenue reserve of the school and by extension that of the state. 2. The brand UNAD, would not reach Olympus height in just one day. It took her more than 15 years to gain the status the name change. Another process of change at this time would deny the name EKSU the gradual and steady traction its getting. It would set the rebuilding process back. The new name and brand would have to start from the scratch and this would in no small measure affect the psychology of the students and would struggle to understand the name change just like those who witnessed the previous one. The above reasons my seem not enough but let tell you a story. As most of you are aware of EKSUs involvement in enactus programmes, something very funny happened in 2012, our first competition after the name was changed to EKSU. It was on record that UNAD had a fear factor at the competition and people were happy UNAD would not contest that year. We took it upon ourselves to inform people that we already changed our name and it didnt matter to then because that was the brand they feared. Lo and behold, for the first time in our history, we didnt make it to the final round. Fast forward to July 2014, EKSU the competition
Posted on: Fri, 17 Oct 2014 07:36:09 +0000
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