EVRY good name deserves favor

What does EVRY mean to you?

Do you see a word? Or do you see four letters just strung together like a row of initials – E, V, R, Y?

Norway’s largest IT company is counting on you reading ‘EVRY’ as a word.

EVRY is the new name for EDB ErgoGroup, which was created out of the 2010 merger of Norway’s two largest IT companies, EDB and ErgoGroup.

“By changing to a completely new and unfamiliar name, we are nullifying people’s awareness of a business with almost NOK 13 billion of annual turnover”, says CEO Terje Mjøs in a press release.

He goes on:  “This makes it crucial that we quickly build a strong market awareness of our new name, EVRY. However, we could not ask for a better starting point. The new name suits us perfectly!

It does!? Then do tell us: what is the name, and why is it perfect?

I assume EVRY is meant to be read as ‘Every’, but EVRY is not being very helpful in this. Just seeing it written as EVRY, and all in caps, can be misleading. It looks like an acronym. The problem with EVRY is that you have to hear it spoken to get the name. And even then, why EVRY?

The press release attempts to explain:

“We were keen to develop a name that has only a few characters, that will work in different combinations and that can stand on its own and convey our message without the need for any additional logos – and of course we wanted a name that will represent the company in the best possible way”. Of course. That’s good.

“At the same time, the name EVRY does give the sense that our business has its roots in Norway, Sweden and the Nordic region, in terms of both its ownership and its activities”. Sorry, lost me again. Why EVRY exactly?

“The name also represents what we stand for, and we are committed to ensuring that the company creates value for our customers and society as a whole through:

– Each and every employee, every single day
– Every customer for which EVRY creates value
– Every critical system for which EVRY plays a role
– Every colleague who takes responsibility and inspires others
– Every person who is affected by EVRY through the benefits for society in which we play a role
– Every opportunity that EVRY recognizes and takes up”.

So, there it is: EVRY wants to be everything to everybody, in a uniquely Nordic way.

EVRY is, potentially, a great idea. But it has to be at the core of a deeper brand idea that means something to customers and employees. It’s just not coming through in this turgid press release that assumes the name and the idea are so brilliantly self-evident they need no explanation at all.

They do. EVRY new name does. Just ask my good friends at MBLM.

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