Tuesday, November 15, 2011

F.A. Davis Changing Its Name to FAD.co

Executives at the world-famous healthcare publishing company F.A. Davis announced today that the company's name will henceforth be known as FAD.co.

Fad, indeed.

I'm being fascetious, of course, F.A. Davis is not changing its name. Executives here are much too intelligent to do something so dumb. Unlike the poor folks at Overstock.com, who changed the company's name this past June to "O.co," and who have just decided to change it back to Overstock.com.

They haven't been the first. Other companies have tried to rebrand themselves, including Netflix, Hewlett-Packard, GMAC, the Gap, and Bank of America, and have failed miserably. Add Overstock to that pathetic list.

Stick with what works


In publishing, we take great effort to brand our books in the most effective way possible. Not all books get branded, of course, but many do.

Consider Taber's Cyclopedic Medical Dictionary, our bestselling medical dictionary. I cannot imagine under any circumstances the company changing its name to, oh, I don't know, TCMD. Or, worse, T.

Here are other "book brands" currently under the F.A. Davis roof:

We would change the titles of these brands at great peril, I believe.

The lesson for you


The lesson for you, dear reader, is this: When a publisher has made a commitment to a series or suite of books, you can expect that particular set of products to stick around for quite some time.

You can further expect that most or all of the books in that set are successful, which should increase your trust in the brand overall. If you like one, chances are excellent that you'll like the others too.

And you can take that advice to O.co. Er, I mean, the bank.