In September, 2013, 60 Minutes aired a story, Modern-Day Robin Hood, about the billionaire Paul Tudor Jones. Tudor Jones’ charity, the Robin Hood Foundation, “fights poverty with the hard-nosed, business sense of Wall Street.”
At one point in the interview, Tudor Jones had this to say about the power of having a great brand name:
It does indeed “say everything,” but not in the usual, descriptive way. Instead, the name tells a great story, tapping into the Robin Hood mythos of “robbing from the rich to give to the poor,” updated for the 21st century. The way The Robin Hood Foundation pulls off this feat is very smart, and well-told in the 60 Minutes piece.
It is refreshing to hear a successful business leader, let alone a billionaire, acknowledge that success in business is not merely the result of a great product, vision, or founder’s genius. That having the right name can make all the difference in the world between achieving average results or phenomenal success.