The Corporate Name Game

Sometimes it seems like corporate American bigwigs just have too much time on their hands. They have time to create slogans or catchphrases for internal projects, for instance. Think about the pet names executives have assigned to the work you do. Are you working on a “Project Fire”? Have you gone into a “The Big Event” brainstorm?

We get our fair share of mottos here. It can be amusing -- and it does add a little personality to what could otherwise be a lethargic venture. But how effective are these internal slogans in actually motivating employees? And, more importantly, how do they influence the success of a project?

A recent CareerJournal article suggests that, if not mindfully named, internal catchphrases can actually hinder performance by confusing employees about the end goals of an endeavor. What’s more is that sometimes managers can be married to a name so much that they use it to define a project; in other words, if a certain element of the venture doesn’t fit under the umbrella name, it may be mismanaged.

There seems to be a delicate balance companies need to achieve in order to motivate employees while maintaining their focus -- and in some cases, a strong aphorism might do that. But if not carefully selected, it can actually work against its own purpose.

Are internal slogans in your company effective or just funny?

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