Interesting that this post criticises the choice of name “Effective Operations Consultancy” immediately after CEA Ops announced its change to EV Ops—a name which breaks your rule because the E stands for Effective.
I don’t claim to be expert on this sort of thing, but I would have thought that their name choice is fine?
You say that they should have a distinct or memorable name; how important is that if their target audience is a very small number of orgs in the EA community?
However, even if I haven’t quite understood the point made in this post, I’m sure the community will benefit from a marketing agency, so thank you for your work :-)
Yes, this is a good point you raise. As you mention, I don’t think the same rules apply to every context and given that EV Ops (and any of the CEA brands/sub-brands) are central components to the entire movement, there is little issue with them using ‘Effective’. They may still face some issues with cannibalisation, though as you suggest EV Ops is so niche and inward facing that it needn’t play by the same rules. My post here is referring to satellite organisations emerging from, surrounding and across the movement, not the central founding components.
I’m going to edit the post to make this clear as my post is not a criticism of this particular use of the term and their recent name change.
FWIW, I have to correct myself every time I read EV Ops that it’s not Expected Value Ops. (That being said, I don’t know anything about marketing; n=1)
Interesting that this post criticises the choice of name “Effective Operations Consultancy” immediately after CEA Ops announced its change to EV Ops—a name which breaks your rule because the E stands for Effective.
I don’t claim to be expert on this sort of thing, but I would have thought that their name choice is fine?
You say that they should have a distinct or memorable name; how important is that if their target audience is a very small number of orgs in the EA community?
However, even if I haven’t quite understood the point made in this post, I’m sure the community will benefit from a marketing agency, so thank you for your work :-)
Hey Sanjay, thanks for your message.
Yes, this is a good point you raise. As you mention, I don’t think the same rules apply to every context and given that EV Ops (and any of the CEA brands/sub-brands) are central components to the entire movement, there is little issue with them using ‘Effective’. They may still face some issues with cannibalisation, though as you suggest EV Ops is so niche and inward facing that it needn’t play by the same rules. My post here is referring to satellite organisations emerging from, surrounding and across the movement, not the central founding components.
I’m going to edit the post to make this clear as my post is not a criticism of this particular use of the term and their recent name change.
FWIW, I have to correct myself every time I read EV Ops that it’s not Expected Value Ops. (That being said, I don’t know anything about marketing; n=1)