A key element of Marketing is observation. Why did Minnesota Mining and Manufacturing company become 3M and why did Kentucky Fried Chicken become KFC?
First of all, short names are easy to remember and easy to pronounce and stylish too. But the most important reason was 3M moved away from minerals and mining business and did not want to appear like a laid back mining company.
Similarly, KFC did not want to get tied down to a place Kentucky and did want the customers to even utter that dirty five letter word "Fried" hearing which all its customers recoil in disgust. It is as if they have taken a bath in fried oil. So it is KFC.
Just now Dhoni was out pitching for HIL, earlier called Hyderabad Industries limited. So Dhoni stylishly says HIL and a diehard Hyderabadi like me has a small frown. Yes, I would have been happy if Dhoni had said Hyderabad Industries limited.
But as an afterthought that campaign would be a no brainer. How can Chennai captain pitch for Hyderabad? It would be the ultimate sacrilege! What do you guys say!!!???