eatbigfish – literal or lateral?
By Hugh Derrick, 3/03/2010
So I was on my way back from Zurich last week and it happened again…
If I had a pound for every customs officer who first said ‘Strange company name’ and then followed it with ‘so how is the fish business these days?’, I’d be able to buy several ounces of the world’s best Beluga caviar.
The first time this occured, nearly ten years ago now, in my first few weeks at the company I remember being mildly embarrassed. Why couldn’t we have a more logical name? The guy behind me in the passport queue from ‘The Print Imaging Company’ sailed through without comment. No comment, no embarrassment, no interaction.
But after this first instance, and as the years have passed I have taken a much different view. For when the guys from the Print Imaging Company, his colleagues from ColourDocs.com and other ’It does what it says on the tin’ incorporations meet people, whether they be curious customs officers, or new clients – there is no moment of confusion, no element of doubt, no opportunity for banter, no chance to relate a story or fire a synapse that delivers a lasting memory. It is in this window of uncertainty that I have recognised the opportunity to quickly relate the meaning behind our name – its metaphorical value in framing the task that Challengers face in taking on the market leader. I fundamentally believe that this lateral description has more resonance and engagement than the more didactic version - ‘How Challengers Brands can Compete Against Brand Leaders’ - and it’s much easier to fit on a business card.
We love a good metaphor at eatbigfish. Our work is full of them – Sealskin, Pirates, Denters, Rhinos, Smokejumpers – a veritable menagerie of analogy. We are storytellers at heart and believe the metaphorical names we apply to our products and thinking help to connote what sets them apart.
James Geary is master of the world of aphorisms and in a recent TED talk shared the following quote from Einstein – ‘Combinatory Play seems to be the essential feature in productive thought’. And who are we to disagree with Einstein?
And so, I am happily reconciled to the thought that a playful name can have a serious value, and that we should celebrate a name with a lateral meaning.
Although, it has to be said that the price of fish has been going up recently…
Thank you for the entertaining read! Alright playtime is over and back to school work.