DIARY: Project the right image with the right name

BP Amoco recently spent millions of pounds coming up with a new image - only to have it described by the media as looking like the Flora logo.

BP Amoco recently spent millions of pounds coming up with a new

image - only to have it described by the media as looking like the Flora

logo.



Fortunately Andrew Grant, former partner at Brunswick, didn’t pay

consultants millions of pounds when it came to finding a name for his

new venture, Tulchan Communications. It’s emerged that ’tulchan’ has a

couple of meanings which don’t immediately bring the idea of

international financial PR leaping to one’s mind.



Readers with a keen interest in dairy farming might know that a tulchan

is a stuffed calf skin, which is ’placed before a cow who has lost her

calf, to induce the animal to part with her milk’.



But even more obscurely, in Japanese, tulchan roughly means ’sweet

little girl’.



Grant seems to take the news quite well: ’It will do wonders for our Far

Eastern marketing,’ he says bravely. ’We’ve cracked Europe and Japan is

next on our list.’



And in case you’re wondering, Tulchan was actually named after a fishing

estate in Scotland where Grant spent some time after his rather sudden

departure from Brunswick in May.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in