What’s in a naming poll? Nothing if you are British and everything if you are Swedish.
Back in early 2016 the Brits were asked to name a research vessel with ‘Boaty McBoatface’ emerging the clear winner. BUT the National Environment Research Council dumped the winning name. In the end “it did not reflect the credibility of the organisation and its $3.6m artic explorer”. Instead ‘Sir David Attenborough’ was chosen.
The Swedes have regurgitated a British name that is firmly rooted in British humour (Monty Python), given the Brits a slap and run off with the IP.
And now we have the NZ Navy asking the public to design a badge for HMNZS Aotearoa. Public polls and competitions take an enormous amount energy, are expensive and are often for nought. Take the cost of our flag referendum, not counting the collective time of all who entered, put this in the hands of branding experts and we would have the right result at a fraction of the cost.
So why do people think naming, creating a logo or designing a flag is easy and that anyone can do it? These things are created using research, strategy and deep creative thinking and should be left to the experts who have the tools and experience to achieve the right result.
Done well they add value, create loyalty and bring a significant return on investment.