What’s in a name? DOA founder explains what’s really going on
‘DOA’ isn’t a phrase anyone generally wants to hear – so why on Earth would you use it as the name of your business? Here, the managing partner of the social purpose consultancy, Ebony Gaylor, responds to the criticism of the company’s name, explains the purpose of ‘purpose’, and why businesses, and the planet, are on the brink of death.
INTERVIEW:
Ebony Gaylor, managing partner, DOA (EG)
Vivienne Kelly, editor, Mumbrella (VK)
VK: So explain the business to me. What is it?
Mumbrella is becoming to Adam Ferrier what Fox News is to Donald Trump.
We know almost no one else will touch Mumbrella…
Brilliant name – I’d never heard of this company until a few days ago on Mumbrella – I’ll never forget them now because of the name. Isn’t that the idea?
I did take the time to read the first two questions, became confused and immediately rationalised visiting Mumbrella advertorials in the future. Thank heavens for the Dr…
Looks like the interview was as DOA as the business idea.
Love this and love the depth and passion of response. I think much of this will be glazed over by most mumbrella readers – but not all – and we are your audience, and potential clients!
Just my two cents worth. I think it’s admirable and love the passion involved, this still sounds like virtuous signalling from a marketing / advertising team. It should be led by the business specifically operations, logistics, manufacturing departments where there is the greatest opportunity to enforce change that is good for the environment. These are the departments that have the technical know how and expertise, combined with analysis to get this done. This shouldn’t be done by marketing people with good intentions.Let them put in place a solution first and then let the business decide if it’s worthwhile actually talking about it to the consumer or internally and then get relevant comms partners involved which therefore means it’s just another brief. So as Peter Jones would say, this is a nice idea, but not a commercial idea and I fear DOA will be D.O.A in twelve months and for that reason I’m out
Yes yes yes. A cause related business with a strong attitude. It will do well.