Photon to change name to Enero
Photon Group is set to to change its name to Enero Group, the company has informed the ASX.
Photon Group – which narrowly survived becoming overwhelmed by debt – owns several Australian agencies including BMF, BWM and Naked Communications.
Enero is the Spanish word for January. The company says the change marks “a fresh start for the reinvigorated company”.
The company has also announced what it describes as a “new strategic direction to create a more digitally centred global marketing services group”. It will be based on five main business units – BMF, Naked, PR agency Hotwire, Frank PR and research company The Leading Edge.
https://www.youtube.com/watch?v=DCCuOLqwZv8
I think any name that’s only two letters away from being “Enema” is not a good idea.
‘Techno Fluent’ does that mean they are fans of The Prodigy?
Different name, same bullshit
Clearly they are now focussing on the big ticket items to turn this disaster around. Pathetic. Bad name anyway. What s Spanish for ‘we have no idea’.
if you “lean forward” won’t you be digitally off-centre?
A rose by any other name
Nice name. Strangely, none of the existing businesses are digital pure plays, why make these kinds of comments to the market. So while they’re not exactly leaning forward right now, some acquisitions in Brazil could be interesting. I’ve worked with Brazil-based cos and they are as on track as the rest of the Americas.
Logo should have been a floating rubber duck in a bath.
“Ducks ENERO”
Kind of catchy and without any consumer behavioural science mumbo jumbo.
Sounds like their new positioning statement is more a destination hopefully found than an offer they can claim to.
For this business to successfully lean forward into a brilliant, techno fluent future, as an imperative first step, sack the language mutilating moron who came up with the nauseatingly trite term “idea-tor”. With twits like this aboard, is it any wonder Photon, err Enron, sorry Erection, I mean Enero has had such a Titanic-like run.
Sheer wankery
As the Third Law of Business Failure states:
“When all else fails, change the name (or pack design)“
No way back for this lot.
Didn’t they sell their digital, techno fluent, ideator assets???
Hopeless.