Wednesday, November 19, 2008

I was taken to task on the earlier posting by someone who noted:

The name is Active Transportation Alliance, not ATA. I have not seen ATA on any communication from the organization. The abbreviation used in the website name is "Active Trans".

Right, and the name is Chicagoland Bicycle Federation, not CBF.

What's your point? ATA is particularly the moniker that will stick because "Active Transportation Allliance" is just 3 generic buzzwords thrown together and "ActiveTrans" sounds like a laxative.

But my whole point has nothing to do with either ATA, ActiveTrans, or Active Transportation Alliance. My point -- which you completely ignored, thank you very much -- is that CBF threw away all the equity in their existing name. They took a name that meant something, and substituted buzzword gibberish.

It's not the specific buzzwords chosen -- although I think these are poor ones -- it's the fact that they are turning their back on their equity. It's like when Philip Morris renamed itself "Altria". At least Philip Morris had the excuse that they were trying to hide the fact that they made cigarettes.

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