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What’s In a Name
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Business New Haven
3/18/2002
By:
Anne-Marie Brungard
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When you read or hear the name “Rampage,” what picture does it paint in your mind?
For the company's owners, the father-and-sons team of Richard L., David and Richard D. Peterson, there was little other logical choice when naming their business.
“We design and builds skate parks for towns and municipalities,” explains David Peterson. And if you have a large enough back yard, they will custom design one for the gutsy homeowner, too. The parks, exclusively for skateboarders, are made up of a series of half-pipes, grind rails and steel framed ramps. Get it? Rampage!
In 1995, the town of Trumbull banned skateboarding in public spaces. The issues: Skateboarding was perceived as particularly dangerous; the riders need lots of space in which to skate, which usually leads them to parking lots; and because of their high-flying antics, business owners balk at the prospect of injuries or damaged property.
Trumbull's initial response was to pass an ordinance that forced skateboarders to pay a fine if caught, which placed the town fathers at odds with the burgeoning popularity of the sport and the commitment of the 'boarders and their families.
The Petersons, who were building ramps in their garage, assisted the skateboarders in their fight with the town. After two years, petitions and town meetings, the town decided to pay for and build a skate park, conveniently located next to a middle school. The advantages: The kids could play safely, no property would be damaged and constituents are happy.
Rampage has since built specialty parks around the state and the country. No longer building in their garage, Rampage moved originally to a shop in Stratford and five months ago moved into its new 8,000-square-foot facility at 1625 Railroad Avenue in Bridgeport.
Rampage
203-366-RAMP
www.skateparkramps.com
To stay (well) ahead of the curve, 2001 Marketing, public relations, advertising, marketing and “mystery shopping” specialists headquartered in Orange, has changed its name to 2010 Marketing.
“When we started the company seven years ago, we didn't anticipate the ever-increasing demand for our services,” explains Ken Warren, the firm's principal. “As our reach has continued to expand across the state and along the East Coast, we needed to update our name to reflect our commitment to serving our customers for years to come.”
Choosing a name for a business requires careful consideration. Warren chose a name that, at the time of the company's inception, appeared to be far enough into the future. But eventually he had to face the dilemma of 'What do you call yourself when you have already reached your future?'
Since Warren's company is predominately a marketing firm, he works closely with companies that are strategizing about marketing and branding, positioning products and services not just for today but also for the foreseeable future. When considering appropriate names one obvious one came to mind, but Warren didn't want any confusion or association with the television program 2020. He could also have used his name, but noted that using the owner's name is just a name and has no reference to the future. “We changed our name to signify tomorrow rather than today,” said Warren, “2010 still suggests tomorrow.”
The award-winning agency includes a team of professionals from Virginia and North Carolina to Connecticut. The firm has tackled numerous communications crises, ranging from company mergers and a staff uprising, to a complex interstate battle over a New England aerial health-care delivery system. In the field of healthcare, 2010 Marketing serves hospitals, physicians, home care and medical products clients throughout the Northeast. The firm also published HealthScan, an independent healthcare newsletter for business, health, corporate and media professionals.
2010 Marketing
203-891-9001 www.2010marketing.com
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