What’s in a name?!
Anyone that has set up their own business or helped create a brand knows about the pain associated with landing upon your name and brand identity. This idea of exploring a more collective way has not sprung up over night. It’s been something I’ve been talking about with family and friends for over 10 years. From day 1 we’ve almost tongue in cheek called the project Campos Commune. Once I walked away from my business and understood that this project was going to be our future we had to decide whether Campos Commune, a name coined almost tongue in cheek, but with much affection, was going to be the name we committed our future to.
I find myself in two minds about names of projects/ideas/business’s. What’s underneath the surface feels so much more important than the shop window. That said I’ve grown up creating marketing assets for brands so I understand the importance of a name and branding.
The word commune is hugely polarising. It’s a word that welcomes pre judgement. It’s loaded. What do you first think of when you think of the word commune? My first thought, whacky hippies, free love, slightly smelly alternative types living off grid. But the strength of the word commune is in the fact that it immediately conjures up judgement, imagery, a strong response whether that be positive or negative. As for Campo(s), well it’s my name, it’s my identity. I’ve been known as Campo since my school days. The name is a derivative of my surname Campbell but also linked to my rugby playing days and an Australian international by the name of David Campese. Campo was know for his maverick style. You never knew quite what to expect when he had the ball in his hands. The lads felt the same applied to me, not quite with the brilliance attached!!
I have and do live in a media world and I think the strength of Campos Commune sits in 2 things. Firstly and very simply I think it’s easily remembered. The alliteration, the frankly slightly ridiculous sound of the 2 words together. I also think it’s stirs up a sense of intrigue. What on earth is this about? Early on in this journey, whilst I’m trying to build an audience I think these things above most others are hugely important. That said, can the name stand the test of time. This is something I’ve been exploring with the help of a couple of highly talented and experienced friends in the shape of Ben Fennell former CEO of BBH and Andy Fennell former CMO of Diageo. Ben & Andy are not related FYI.
Ben encouraged me to look very closely at the name & brand. So for the last 3 weeks, with the help of numerous family and friends we’ve been intensively looking at options. Word wheels, brain storming, zoom sessions. Thinking you’ve found something that works only to find that the website is unavailable or there are too many competing philosophies closely related to the name. It’s a constant case of 1 step forwards 2 steps back. My little tiny brain in a permanent state of flux and always trying to work out whether we are in a better place than the last better place.
In the end we have ended up with a shortlist of 3 options. Our original name of Campos Commune. Communing with the Campbells. Back to We. By the time you’re reading this the decision will have been made because we won’t be launching until the name is decided upon. In the end, and in my very wise sisters words ‘Done is better than perfect’.