The First Of Many? Incentive Companies Due for Rebranding

I’ve argued in too many posts and in too many discussions that quite a few players in the incentive space focus on the award they deliver and not the real benefit they provide.  That may be changing.

Incentives, rewards, recognition all drive behavior.  When a company starts thinking about incentives and rewards they don’t start by asking, “where can I buy a TV?”  They really (whether they know it or not) start by asking – “How can I influence behavior?”  That’s the right question. 

And the answer is, in many instances, to reward desired behaviors.

So for most companies, the real goal, the real desire, is behavior change.  However, over time, many reward companies have had a hard time quantifying that and so, in an effort to show differentiation from their competitors, they focused on the easiest thing to quantify – the award.  That’s why they talk about how many items in their catalog, award pricing, etc.

The focus is on the delivered item not the delivered value.

But that is changing – I think.

New Names – Closer to the Real Issue

I’ve seen a few companies in the reward and recognition space go through some interesting changes.  The first I remember was back in May 2010 when Diamond H rebranded as Inspirus.  I can see why that needed to happen.  Diamond H tells me nothing about their brand or even what they do for a living.

And yesterday, another reward and recognition company made the leap and rebranded.

I Love Rewards is now Achievers

Full transparency – I’ve worked with the folks at Achievers.  I’ve consulted with them, we’ve collaborated on some webinars and I’ve seen/heard their point of view.  I think they are doing some interesting things in the reward space and are pushing the envelope on what it means to influence behavior through a recognition program.  So it wasn’t too surprising that yesterday my reader and alert folders were pretty awash in updates on their new name. 

They have a new site and they hit the news wires pretty heavy.

A Rose By Any Other Name

Shakespeare may have tried to communicate that names don’t matter and it’s really what you are, not what you’re called that’s important.   But in the marketing space – a name matters.  And I have to say – the new name for Achievers is much better aligned with what they bring to the table than the old “rewards” focused name.

There will be folks that won’t like the logo or the name.  But I like the idea that they changed focus from the deliverable, to the person getting the award.  Their focus is now squarely on the “individual” and not the “item.”

In just about every case, the services most incentive and reward companies provide end up in the hands of those who achieve the goals the company establishes.  Therefore, the company name Achievers – is apropos. 

Expect More

One data point does not make a trend.  Two data points allows you draw a line – but not necessarily a trend line.  But I’m going out on a limb here and say we’ll see more rebranding, more updating, more changes to companies in the incentive and reward space.  At least from those that want to communicate more than just the “reward” angle and want to compete on program design, communications, data management, etc. 

If you want to have the best pricing on a catalog – that’s cool.  We need folks like that in the industry.  But don’t say you’re a dog and then meow each time someone says speak.

Good job Achievers… you just became the data point that indicates a trend to me. Good luck.