Why naming is important

Working in marketing, one of the hardest things to get right — at least for me — is naming things.

I’ve been thinking a lot about how important naming things are and one of the great examples I’ve been tossing around in my head lately is “global warming” vs. “climate change.”

In the early days of the discussion of what carbon was doing to the environment, “global warming” was used quite often.

And, it’s true. Carbon emissions are causing the planet to warm up. But, global warming is not such a great name for everything else that is happening. Environmental advocates have been trying to get “climate change” used more, but global warming still floats around.

Once a name is out there, it’s hard to get something known by something else.