The Knight and The Hare

My recent wedding presents me with a personal re-branding opportunity and a potential new revenue generating stream for Addison Whitney. I face a question that thousands of others do after marriage- Do I take my husband’s name, hyphenate or keep my current name? Could Addison Whitney solve this dilemma for me and thousands of other retired Bridezillas?

Below my current brand name and potential new brand name are run through an abbreviated review process.

The first name I’d like to present is: HAAS (pronounced Ha-z)

• This is a short, succinct name with a serious tone. Haas is easy to pronounce with moderate difficulty in spelling (respondents often confused name for HASS or Haaf).
• Although the name appears to be a neologism, in biology “Haas” actually refers to a hare. These mammals are known for their long legs and long ears; the brand’s excellent hearing/listening skills and the ability to move and work quickly could be highlighted in marketing materials.
• The USPTO trademark search (class 35) reveals no hits around “Haas.” It appears this is an ownable trademark, although legal counsel’s advisement is recommended.
• A Google search shows “Haas” has hits around the Avocado and Haas School of Business, which are positive images and pose no concern. The one caution is around “Lukas Haas” whose questionable acting stills could cause strategic issues later on.
• The URL is already secured by a company who sells wafers and biscuits.

The next name I’d like to present is: KNIGHT (pronounced Ni-t)

• This is also a short, descriptive name with a powerful and established tone. Knight is easy to pronounce with almost no difficulty in spelling (sometimes spelled Night).
• Knight is the English term for a social position originating in the Middle Ages and is a non-heritable form of gentry. In marketing and advertising materials you could speak to the nobility and heroic characteristics of the brand.
• The USPTO trademark search (class 35), shows 5 active marks around “Knight.” Be cautious about moving forward with this name without legal counsel’s input.
• When doing a Google search “Knight” has hits related “Knight Templar” “Medieval” “Knights and Armor”. These are mostly positive unless the brand is concerned with having violent or war like undertones.
• The URL is already secured Knight Capital Group.

What do you think? The fate of my business cards, necessity to stand in line at the social security office, and Facebook profile is now being placed in your hands…..

By: Laura Knight