One studying in business school would learn the business name is one of the critical factors for consideration. Some businesses thrive with names that do not seem to have anything to do with the business. However, when one has the opportunity to come up with a name, it should be done thoughtfully and with intent.
Business school will teach the name should inherently tell something about the business. It should define the business and in the end will define the business, good or bad. A good name should be one that allows for positive advertising and images that promote goodwill and, in the case of a college, great images for signage and memorabilia. Consideration should be given for school songs, cheers and mascots as well.
“Georgia Regents University” does not have any of the factors listed. While the Georgia Board of Regents are important to our University system, this is not the way to honor them. Regents are political appointees. It is obvious the regents have not put much thought and work in considering the all important name of our University in Augusta.
The naming detail should be done right the first time. There is no reason to rush the naming; $45,000 has been spent testing the names so far. This is small change compared to the $9 million the name change will cost. Let’s spend $45,000 more and take the time to get this right. With the naming of the college the old will have gone and with the new, greatness is our opportunity and surely our legacy.
Paul Rosenzweig Jr.