It must have been a Eureka moment, arrived at after hours of meetings. Weighing tons of options, and perhaps even hiring a marketing professional. Even though the decision had probably already been made beforehand. That is how I look at it.
As with other projects, we can keep trying for a very long time. But if you ask me, it won't work. It needs to rhyme, to sing, be catchy, much like your nickname in a group of friends. That is often a short, easy name: your surname, an abbreviation or just your first name. It sounds good, so the group adopts it. And if you’re not happy with the name you’re given, then good luck changing it. The same goes for brand names: many makers of soft drinks are unhappy that every cola is called ‘a Pepsi’ or ‘a Coke’ by default. Likewise, the older generation calls every chocolate bar a Mars bar.
So RFH has decided it’s time for a new name. Indeed, the current name, Royal FloraHolland – or its abbreviation RFH – doesn't sound very good. Popularly, it is often referred to as ‘the auction’ or ‘the clock’ anyway, and I’ve even heard it replaced with just the domicile. While it's a good idea to stop and think about our names every now and then, you don't get to choose your own nickname. On the other hand, I also believe that the only battles we are sure to lose are those we don’t join, meaning we can at least give it a try.
