Dubious Branding

Today I noticed that one of the businesses I pass on my walk to work has a logo that consists of “T&A” over a stately Greek column.  The “T” stands for a person’s last name, and the “A” stands for “Associates” — so there’s a legitimate reason for the “T&A.”

IMG_4955Still . . . T&A?  It’s memorable, I’ll give it that.  Any red-blooded American male is not likely to forget that name.  Of course, whether they associate the name with this particular business, or with something else, is another matter.

Obviously, the brand is fraught with lots of baggage and is, well, easily misconstrued.  For example, let’s suppose, hypothetically, that this specific company wanted to hold a holiday party to thank their clients for another successful year.  How many clients are going to want to get an invitation to the “T&A party,” especially if the invitation is delivered to their home address?  Who wants their secretary to see a calendar entry for “T&A meeting,” or have someone overhear them talking about “T&A”?  Do they answer their phone “T&A.  How may we help you?”  Do their marketing brochures say “If you need help, call for T&A”?

You’d think someone, somewhere, sometime, would have suggested that “Big T Associates” might be more suitable.