DDi - July 2011 - (Page 8)

8 | From the Editor What’s in a name? R ecently, I attended a magazine conference here in Atlanta that featured a panel consisting of the editor, publisher and associate publisher from a relatively new magazine title that is making waves down here in the South. The magazine is called “Garden & Gun,” and, with a title like that, it’s not so surprising that I had never read, heard of or taken the slightest interest to it. I have since learned that “Garden & Gun”—which just launched in 2007—has nothing to do with either gardens or guns. In fact, it’s a lifestyle magazine that calls itself “The Soul of the South,” comprised of gorgeous photography, inspiring features on Southern characters, artists and poets, and interesting recipes and event guides to keep you busy the whole year through. I was especially impressed by the March Madness-style “Ultimate Southern Food Bracket” competition they compiled this past spring (shrimp and grits took home the championship, in case you were curious). As it turns out, the name “Garden & Gun” was simply the name of a storied bar in Charleston, S.C., (where the magazine is headquartered) which was somewhat of a Southern version of Studio 54 back in its day. Apparently, this was meant to pay homage to the publication’s cool irreverence, versus my original perception of the magazine supporting the Old South’s “Redneck Riviera” roots. When an audience member asked the panel whether they thought having a magazine name that has nothing to do with the content of the actual publication was an issue in terms of limiting advertising opportunities, the associate publisher responded, “When is the last time you went to a Pottery Barn and expected to find pottery in a barn?” Touché. This got me thinking of the age-old question: what’s really in a name? When is the last time you went to a Pottery Barn and expected to find pottery in a barn? Some retailer names are as black and white as can be—I don’t think anyone is questioning where the names “OfficeMax,” “Bed Bath & Beyond,” “Toys ‘R’ Us” or “Foot Locker” derived from. The name on the door represents the product that is housed inside. But, when you think about it, there are not really too many crates or barrels at “Crate & Barrel,” “Wawa” is certainly not an infant apparel store (as I originally assumed) and “Old Navy” is most definitely not a maritime store for retired fisherman. You also definitely can’t see an aquatics show at “Wet Seal”—and what the heck is a “Nike?” (Turns out it’s the Greek goddess of victory—pretty clever, actually.) Apparently the anti-brand thing works, too. A restaurant in Boston literally called “No Name” has been in operation since 1917. That’s their brand, and they’re stickin’ to it! So, perhaps the lesson here is that the concept of brand is about more than just the logo on the bag and the name over the door. It’s about the experience and presence that is created inside, through the products that are sold and through the service that is provided. And that goes for people, too. Does your name in an instant define who you are, or is it just the words that happen to be listed on your driver’s license? Perhaps Willy Shakespeare had it right all along: “That which we call a rose by any other name would smell as sweet.” Touché, Mr. Shakespeare. Touché. Alison Embrey Medina Executive Editor alison.medina@ddionline.com | July 2011 www.ddionline.com http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - July 2011

DDi - July 2011
Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Greentailing
Editor’s Choice
Design Snapshot
Channel Focus: Big Box
Carlo Pazolini
2011 Fixture Super Section
State of the Fixture Industry Roundtable
2011 Fixture Leaders Listing
2011 Fixture Leaders Company Index
Fixture Products
Right Light
Product Spotlight
Calendar
Advertisers
Classifieds
Think Tank

DDi - July 2011