Soundings

The 1995 Name Awards

BMJ 1995; 310 doi: https://doi.org/10.1136/bmj.310.6971.65 (Published 07 January 1995) Cite this as: BMJ 1995;310:65
  1. James Owen Drife

    Choosing the right name for an organisation is fundaental to its success. Virgin Atlantic or Body Shop would not have done so well if they had been called Branson Airways or Roddick's Cosmetics. A good name combines literal accuracy with a subliminal message. Here are my 1995 Name Awards, with three booby prizes and three winners.

    Third booby: Department of Health The word “department” has undertones of faceless eastern European bureaucracy and large impersonal shops. It does not have the cachet of the earlier “ministry,” which speaks of religion and healing. We used to joke about “the men from the ministry” …

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