Naming | Enduring Freedom | brandchannel.com

Operation Clarity: The Politics of Naming

This must be the fastest name change in the history of naming: within a week of its initial announcement, “Infinite Justice” was deemed to be more trouble than it was supposed to solve. Why? As The New York Times reported: “Islamic groups are objecting to the name on the ground that only God can mete out infinite justice” (September 21, 2001). One imagines that any other person, regardless of his or her religious background, could easily be offended by the direct, harsh and arrogant associations of this name.

The key constituencies that the name should speak to involve more than just the American people. If the US government hopes to form alliances, it has to be sensitive to cultural idiosyncrasies, national perceptions and symbolism. Internally the name affects every participant in this operation, from the soldier who is directly involved on the front lines, to US civilians, to the governments and citizens of other nations with whom the US hopes to ally. Hence, the name should be aspirational with a bold and encompassing personality; it should motivate people to be part of the mission and not turn them against it; it should evoke positive feelings and have a unifying character – not create extra hatred or leave people wondering “Who am I to deliver infinite justice?”

Wisely enough, the Pentagon decided to quickly review the name and create a new, more appropriate, less offensive name. The result of their efforts is “Enduring Freedom.” Now one would expect that after the first attempt, a name free from negative associations or confusion would be created. But think again.

The problem is not with “freedom” but with “enduring” and its multiple interpretations. To demonstrate (text in italics from dictionary.com):

en·dure (n-dr, -dyr)
v. tr.: 1. To carry on through, despite hardships; undergo. Probably the desired communication; freedom that will carry on through hardships.; 2. To bear with tolerance. Are we bearing freedom with tolerance? Are we seeking the truth, and will endure the consequences?

v. intr

1. To continue in existence; last. Freedom that will last forever? Or is it a never-ending war?

2. To suffer patiently without yielding. Are we going to suffer in this mission, or are we patiently suffering because of freedom? Either way there is no yielding!

Only the person who created this name knows the intended communication message, the rest of us will never find out.

I do not believe there will be a third name change. Nevertheless, it may be a good time to examine some of the parameters that should be considered when naming a campaign of this sort from a pure, politically- and religiously-unbiased naming perspective.

First off, one must think of the complexity of this operation. Unlike any other past military operation spearheaded by the US (e.g., Desert Storm, Allied Force), this one is far more complicated in terms of its magnitude, its length, its impact and its possible global consequences. The US government itself stated that this is a “multi-layered, multi-faceted” operation. Add the intense emotional aspects, from grief to patriotism, to religious fanatism, and the result is one of the most complex naming assignments in the history of branding. A more thoughtful approach, one that takes under consideration the strategic implications of naming seems to be more appropriate in this case.

Secondly, the hidden associations or connotations of words should be taken into consideration. Given the complexity of the mission and its target audiences, one should focus on simple, single-faceted, free of misinterpretation concepts and words. The goal would be to have a “safe” and appropriate-for-all-cultures name, one that focuses on the common denominator that will bring all audiences together.

Finally, think of what the role of this name is. What is more important, to childishly describe what this mission is going to achieve (whether it is delivering or enduring something) or to create a rallying call among every nation and every single person on this planet to join in the fight against terrorism? I think we all know the answer to this.

So, let’s put on the table the two sets of values that could be evoked. On the one hand there is justice, revenge, rage and suffering. On the other hand unity, a strong collective spirit, heroism and the will to overcome. Weighing the potential impact of both, I am sure that we could have created a name that more valiantly represents the stature of this mission.

[1-Oct-2001]

Branding consultant Yannis Kavounis believes that words have the power to move mountains and avoids people who ignore that. Although, Yannis lives and works in New York, he is anxious to move to a place where he can snowboard and have fondue in front of the fireplace, 24/7.


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