I am amazed by the number of companies and publications that don’t know their own names. If a full-blown style guide is too much to hope for, how about a simple naming convention?
Bingham does it right. The law firm’s official name is Bingham McCutchen LLP, but every biography, press release, brochure and web page refers to it as Bingham. Clearly there was a strongly worded memo from the top, and people now know their jobs depend on using the right name.
Contrast this with most other companies, ranging from Deloitte (to Touche or not to Touche?) to Exxon Mobil (ExxonMobil, The Exxon Mobil Corporation). Even The New York Times can’t seem to decide what to do with its “The”—now you see it, now you don’t.
As anyone who works at a law firm knows, employees who do not practice law are known as “non-lawyers” or “non-legal staff.” I can’t think of another industry that insults its support staff quite so thoroughly. Imagine if nurses and medical technicians were called “non-doctors?” Try referring to flight attendants as “non-pilots” or bank tellers as “non-bankers” and see how they respond.
Can you think of other unacceptable “terms of employment?”
Lily Tomlin once said, “I worry that the person who thought up Muzak may be thinking up something else.” I’m willing to bet they’re the force behind the following “innovations” on business websites:
- Auto-start music or video. Nothing makes me hit the back key quicker than a video starting up—sound and all—as soon as I land on a page. The same goes for soundtracks.
- Splash intro pages. Other than giving the designer a place to get his ya-yas out, what purpose do these serve?
- Links that lead to .pdf files. Even if I cared about your annual report, my netbook would take ten minutes to load it.
- Under construction pages. Either hide the page or finish constructing it. If you don’t have time to write it yourself, call me (973.444.4202).
- Forms that re-set. Don’t make me start over because I’ve left something out, or I will seek out your competition just to annoy you.
- Crappy “About Us” descriptions. This section is the Web equivalent of speed dating—you have 15 seconds to make me love you. If you can’t say something interesting, don’t bother.