Readers respond to the “From the Editor” column by Nicole Wisniewski in the January issue of Turf, called What’s In A Name?


“I just wanted to let you know that I recently read your article, “What’s In A Name?” in the January issue of Turf.

The negative comments were a little surprising and disturbing after what seemed like much thought and effort from the Brickman & ValleyCrest people to come up with, what I thought, was a thoughtful name.

Thank you for the thought-provoking article.”

Cathy Jarvis

Branch Manager
John Deere Landscapes
Downers Grove, Illinois


“I read with interest your article on the rebranding of Brickman and ValleyCrest in the January issue of Turf. I have been involved in marketing and brand management at the highest levels for top 500 companies for over 25 years. Over those years, I have overseen the creation of new brands and often was the primary decision maker of merged company brands (public and private). In each merger, there are many considerations before you make the drastic decision to change the name of a new entity. I agree with your conclusion that the former brand identities have so much historical value in name, visual identification and reputation that to void this is a mistake.

Two large companies such as Brickman and ValleyCrest brands can win as a new company. Unfortunately, for the next bunch of years the employees of this new company will be spending their time and resources trying to explain the new name (company) rather than more productive discussions.

For a brand and marketing person (like myself), you wait your whole career for an opportunity to brand a combined company like that. Unfortunately, I believe they got this wrong. Congratulate the ad agency that convinced them this was a great idea.”

Marty Ingram

Ingram Lawn & Garden
Flourtown, Pennsylvania


 

“In regards to your column, “What’s In A Name?” in the January issue of Turf, I think BrightView is a very bad move and a very weak name. Any future company would want to purchase the name Brickman or maybe ValleyCrest.

If a company like KKR bought Coca-Cola and another beverage company, for example, and renamed them something other than Coca-Cola, what sense would that make to a future purchaser? A marketing company actually came up with this name and logo?

Brickman is a very strong name. BrightView is very weak.

I hate to say it, but the marketing company’s new logo also has two obvious problems. First, it’s only half of a tree. Second, when I see the BrightView name followed by the new logo, the logo appears to look more like a question mark then a tree. This raises more concerns.

The logic behind the B being for Brickman and the V for ValleyCrest is off base. It appears the marketing company was trying to make it appear like they were actually doing their homework when, in fact, they were (or perhaps KKR is) asleep at the wheel with no real understanding of existing name recognition.

If they actually go ahead with this new branding initiative as indicated in this story, it will be the beginning of their end.

A few years ago, Brinks Home Security wanted to position this alarm segment of their company out of the Brink’s name with the hope to sell off that division. They also came up with a very weak name: Broadview Security. So Brinks went through the expense to rebrand all of the trucks, uniforms, letterhead, etc. Once the giant ADT came around and purchased Brink’s (Broadview) company, everything was rebranded once again – this time to ADT.

Perhaps by announcing this news earlier, with a few-month lead time, KKR is in effect buying free advertising in hopes a would-be buyer, who places value in name recognition, will be rushed to step up to the plate. Am I on to something or am I totally off base?

I have also heard the name BrightView is possibly already being used by another landscaper.”

Scott T. Nielsen


What do you think of the new name and how it will affect competition in your market? Let us know by joining the LawnSite.com discussion here or sending a note to nwisniewski@mooserivermedia.com.