Profile of a Company Change - ACOMO

Previously the company name was Amsterdam Rubber. Good business names (1) are those where the name supports the meaning of the business. Amsterdam Rubber was a good name. The business however was dedicated to a market that was -- unlike today -- not very popular. Today commodities like rubber are "hot."

Another good business name is this one: "Tuenti." To appreciate it you have to imagine yourself in Spain or in a Spanish speaking country. Tuenti is a community / network focused on students. "Tuenti" is pronounced as twenty in English. But it has also "Tu" and "Ti" in the name: matching again the focus on younger people. The name says it all.

The new name of Amsterdam Rubber is Amsterdam Commodities or ACOMO. The Acronym has "commodities" in it. This new name is shorter and therefore easier to handle. It is also more international. And, the "A" of Amsterdam is still present although less prominent.

A change of the name is normally not enough. This company has made a transformation, that is visible on the outside. The business changed from a single focus on Rubber to more in general the trade of commodities and in particular spice-trades. But also the culture must have changed. A Change of the outside normally reflects a deeper change of the inside.

An indication of the change of the culture shows the following story. They often say that culture spreads itself by stories and anecdotes. And I found such a story about this company in an published interview with the CEO - Stephane Holvoet.

We all know the hamburgers of Mc Donald. The Big Mac index is also famous. It indicates the relative cost of a Big Mac over all the countries over the world. The index is used to check the Purchasing Power Parity in the world. And the Big Mac is one of the few products that exists in nearly every country over the world.

The story of ACOMO is related to this big Mac. As it goes, "the Big Mac taste the same in all chains all over the world. And that is quite unique, because the meat that is used in the hamburgers, is a local product that is different in any country." This is where ACOMO comes in. The spice of Acomo is used in the production of the Mc Donalds' hamburgers. "ACOMO is flavouring the Hamburgers of Mc Donalds...(2)

Hans Bool

(1) - ezinearticles.com/?Whats-in-a-Company-Name?&id=177831

(2) - www.acomo.net/acomo%20accomoderen.doc

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