I heard my friend and branding specialist, Terry Marks say, “I’ve always wanted to brand a company ‘ACME‘.” I replied he had to be kidding me, but it didn’t sound as crazy as other things I’ve heard him say, so I kept my mind open.
Terry proceeded to tell me what Acme means. Based on recent conversations, I found not many other people know either. Acme is a word derived from the Greek word Akme which refers to something at it’s highest point or pinnacle and is used to describe the point of highest achievement of something. Now based on what I hope to accomplish with my clients, I really thought that was something cool. After a short conversation, together we decided to put some solid branding around that name.
What’s happened since has been even more cool. People I know ask the name of my company. I tell them Acme Sales Development. Some immediate responses have been, “Walla Walla, Washington?”, “Why do I feel like I’m about to get hit in the head with a falling anvil?” and “No, Seriously. What’s the name of your company?”.
Of the success we try to achieve with marketing, positioning and branding is a degree of instant emotion which will trigger lasting memory and perception. Based on the above responses, I feel we’ve hit the nail on the head… or the head with the anvil, I suppose. No one has said, “Hey, what’s the name of your company again?” That’s another cool thing.
I now am given the opportunity to affect a change. With the work of this company, starting with the name Acme Sales Development. Delivering on the brand promise to help sales organizations outperform their marketplace will bring them to their highest point of achievement – their own acme in sales development.
For this reason, the correct definition of the word Acme is the first thing a visitor to www.acmesalesdev.com will see.