I am preparing a new comprehensive article on why you should not name your business after yourself when I was reminded of this Dental Service I used to walk by on my way to the gym. Being a namiac even simple names like Parktown catch my eye – in particular because that was a suburb name where I grew up (a couple of continents away).

Thinking I might get a clue from the dentists’ names, I checked the small print of this basic facility in Fremont, California. The partners were called Espejo and Nguyen, if I recall properly, back in those days. I never did find out why they called it Parktown unless they got that name from some version of Monopoly or something, but that isn’t the point. What if they did not want to cater exclusively to Hispanic or Vietnamese clients? Especially as they were located in a neighborhood that is predominantly Indian, Chinese and Caucasian?

More than that, suppose I wanted to recommend them. Instead of saying you should see my Dr Nguyen (or Dr Tim as I might have said to help him get a new client in the door), I can easily say go see Parktown Dentistry. Just sounds upper/middle class and is so easy for everyone to grasp and remember. Why they picked Parktown is irrelevant.. it is simply a great change from the Dentist’s own names. And I have remembered it for over 10 years, even though my name brain database overflows daily.

And it has one more great benefit, as was proven in this case. Dr Nguyen is no longer with the group. But I am sure they still want his Vietnamese patients – and many more of all sorts of international backgrounds seen in Silicon Valley now they have expanded to Mountain View too. And certainly not only Hispanic clients, even though the principles are now Espejo, Mohica and Espejo. One is even a lady dentist, which some people (mainly idiots) don’t like. All this is hidden behind the great branding and marketing of Parktown. My hat’s off to you.

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