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Changing Your Organization’s Name
Names are an important part of our lives. In the real sense there is no name we do not know. Names tell us Who and What, sometimes even Where.
Using a person’s name suggests some contact with or knowledge of that person. To “know” someone is to know their name, even if prefaced by “Mr.” or “Miss” or “Mrs.” To know a good person is to use his name. To get to know someone very well is to use a nickname or other personal preference. Americans name people, places, things, and organizations for positive feelings, negative goals, and concerns. Sometimes we give the organization many names because the word created has an acronym, for example, Mothers Against Drunk Driving, MADD. Or we choose a name just because it is different and we like the sound of it, for example, Google.
For most Americans, names are practical if not always creative.
In ancient times, people gave names to all these reasons, with the exception of acronyms. But most people in ancient culture give the name because the name has some special meaning. The list has more than one label.
Names are often given as a symbol of some important event or characteristic in the life of a person. Names often represent the essence of a person and can reveal something about a person’s inner self. Eve is “the mother of all living.” Names were often changed in Bible times to indicate new beginnings. Abraham became Abraham, and Sarai became Sarah. Jacob became Israel. A child was born named Ben-oni, “son of sorrow” by a dead mother, Rebekah, but was soon renamed Benjamin, “son of the right hand” comfortable,” from a loving father, Jacob. Jesus changed the name of Simon, the rough fisherman, to Peter.
The name change is part of the history of the college I was privileged to lead for a few years: Grand Rapids Baptist College and Seminary (GRBC&S). In 1941, an evening Bible school was established under the name Grand Rapids Baptist Bible Institute. With the growth of students and academic programs the name was changed in 1959 to Grand Rapids Baptist Bible College and Theological Seminary. Later, the word “Theological” was dropped when Grand Rapids Baptist Seminary was established as a complete but related school with the same Board of Directors and President.
In 1972, the college changed from Grand Rapids Baptist Bible College to Grand Rapids Baptist College. This new name describes the expansion of the curriculum from a Bible college curriculum (featuring Bible and Music majors) to a Christian liberal arts college curriculum ( including Bible, Music, History, Biology, English, Business Administration, Education, and a few other majors. ). But the new name still suffers some limitations. For example, it is limited to one city. The school’s longtime nickname continues to be “Baptist College,” which tends to convey the message that non-Baptists should not use it. And the school’s name is still often confused with the original name or material, Grand Rapids Bible College, or the more common Grand Rapids Baptist “Church.”
This name confusion is particularly problematic because it has led to the prior role of the school as a Bible-based rather than a Christian liberal arts college. So in the spring of 1992, the Board of Trustees authorized once again the research for the decision of the organization to change its name. After a preliminary review, the Board of Trustees in the fall of 1993, voted to use a process to determine the best name for Grand Rapids Baptist College. At that time, the Board also voted to retain the name, Grand Rapids Baptist Seminary.
One of the most important decisions the Board made was to allow me, the president at the time, to announce the Board’s immediate decision, declaring it “academic” which is not a name change. fiat do, and published it as a study to determine what would be the “best name” for the school. At the political level this means many things: the participants heard about the name change without being cut off from the process, which gave time to many people, and those who think that the old or current name, GRBC, is the “best name” are not excluded from the process, because it is still possible that the Board will reaffirm that name.
Over the next few months, students, staff, voters, and the public are invited to come up with name ideas or suggestions. Perhaps the funniest is the name “Hobbes,” for political philosopher Thomas Hobbes. This created a local joke in Calvin College, a college of great learning, located just three miles from GRBC&S on the same road. If the Board chooses Hobbes as the new college name, local residents will be permanently referred to “Calvin and Hobbes” on East Beltline Ave.
In March, 1994, the GRBC&S Security Committee reviewed about one hundred and thirty names in four categories: geographic, religious, historical, religious, reducing names. for three names including GRBC, and finally decided to change the school name, “Cornerstone College.” The name Cornerstone College fulfills the need of a name that reduces confusion about the school the job. But it is also philosophically anchored in Christian symbolism and biblical meaning.
In Ephesians, Paul refers to Christians who are “members of the household of God, built on the foundation of the apostles and prophets, with Jesus Christ himself as the foundation stone, in his whole house unite and stand as a holy temple in the temple. Lord” (2:18-21). Jesus is “the touchstone” that makes “the measure of justice and righteousness” (Isaiah 28:16-17). Jesus Christ is “the living Rock” and believers, “like living stones, are being built into a spiritual house…through Jesus Christ…the precious stone” (1 Peter 2:4-9).
The foundation stone is also the main building stone or block in the foundation where all the stones or blocks are measured. The foundation stone refers to values such as truth, faith, beauty, virtue, honesty, integrity, freedom, peace, and love.
By any objective measure the new Cornerstone brand is an unqualified success. It was quickly if not immediately accepted by students, and the business community and the public responded to it with enthusiastic enthusiasm. Alumni reaction was initially mixed, as was expected to change college names, but in a short time most students signed up. The main value in the new name is its message that a new wind has come from the school, one that looks forward and leaves the school for the future.
In the fall of 1998, after an internal educational process and interaction with the appropriate state authorities, the Board of Trustees chose to change the name of the school again, the term from Cornerstone College to Cornerstone University. In the same meeting the Board of Trustees and administrators agreed to announce the new status in April, 1999, not knowing that the school’s basketball team would win the NAIA Division II National Men’s Basketball Championship in March of that year. This unplanned public relations award has created a more publicized platform than it would have otherwise because the national competition is important and worthy of interest for all levels of activity. si.
The fashion school is not affected by those who would have abandoned the cheap change to the brass ring, perhaps because, in the end, it makes sense. The school has grown, the country’s competitiveness has not been hurt, and the business industry has been successful. The campaign displayed posters around the city showing a small field of green spring corn in a plowed field, the new name, and the phrase “Think Big, Think Big.” Simple. People understand it, and they like it.
The organization name change is not supposed to be a little fun. Nor should they be avoided at all costs, because the value may disappear or even prematurely of the organization. Branding provides an unparalleled opportunity to deliver a message to attendees, customers, or the general public. New ideas, new products, new services, or better yet, a new and appropriate vision can be written in people’s minds when an organization changes its name.
What is the name? Your organization’s future.
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