Saturday, June 27, 2009

What’s in a name!

Selecting names whether it is for a new born or a new store has similar levels of involvement and effort. So, it was during the run up to the first store launch. Several names were discussed and discarded. A little known fact was that the team landed on the name big bazaar. The idea was to communicate the largeness of the offering. Various designs were discussed and finally a blue, yellow and red colour scheme with the word ‘big’ being the central visual point was agreed upon. Design guides were made and other related communication and design elements were being developed and processed.

One fine day there appeared a recruitment advertisement for another yet-to-start chain and lo behold, the name of the proposed chain was big bazaar. The first half of that day was complete pandemonium with everyone trying to figure out how this could have happened and if our application for registration had been declined for any reason. After much huffing and puffing, it came to light that the matter had slipped between tables by someone, somewhere.

So, the hunt for another name started and after a furiously fast search, dip stick studies and feedback sessions, the name Giant Hypermarket was decided upon. The logo design was the same. Giant replaced Big and Hypermarket replaced Bazaar. Going forward, even that gave way to Spencer’s Hyper.

If you believe in numerology and the original name did not have to be given up, who knows how the Indian Retail landscape would be today!

But then, like the famous bard said; what’s in a name, a rose smells as sweet whatever it is called.


Post a Comment