Posted on 03-23-2011
This week there was a funny example of a billion dollar company taking this too far at this this link.
A representative for World Wrestling Entertainment (WWE, formerly the WWF) asked TV Week to remove "wrestling" from a press release headline. Kellie, a publicist for WWE, gave the rationale that WWE is now a "global entertainment company" instead of a wrestling company. Chuck Ross from TV Week called her to follow up on this. Here's a piece of the conversation:Chuck Ross: Your release says that Carey is being recognized as being an entrant in the 2001 Royal Rumble. I believe that was a wrestling event.
Kellie: No, we don't do wrestling events. They're entertainments. And we don't call them wrestlers. They're superstars and divas.
Chuck Ross: Kellie, I really don't have time for this. WWE presents wrestling events. I'm not going to change the headline or anything in the item. If you'd like, I'll just remove it. What do you want me to do?
Kellie: Remove it.
The absurdity is pretty clear here. It's fine to position yourself as something alternative to your "official" title, but there's no reason to fight off the old label to the point of alienating people trying to promote you.
It's always important for business owners to distinguish themselves from their competitors. As a veterinarian, you may have chosen an alternative title, such as "pet health specialist," or "animal physician."