Re: The Man From A.S.S.

[ABLE1 <somewhere@xxxxxxxxxxx>]

On 5/26/2020 10:55 AM, Bob La Londe wrote:
> Written in response to a marketing related post on Facebook to a guy who
> makes rod holders under the company name Elite Rod Holders.
>
> Branding is a tough thing, but if you are not a one dimensional creator
> you will come up with ideas and create products other than rod holders
> at some time. You may already have to much invested in the current name,
> but how about considering how you can back off the name to something
> more encompassing. With a name that screams "I SELL ROD HOLDERS" it
> might be difficult to market say a new seat bracket or some other widget
> or gizmo you create that isn't a rod holder. Can you find a way to take
> advantage of the branding you have already done to encompass a broader
> range of product in the future. The FACT is no matter how well you do
> you will not monopolize the rod holder market. You can't count on one
> dimensional growth.
>
> "ERH Products." Wow! That guy makes a great beverage holder. "Well ERH!"
> LOL
>
> No I am not in advertising. I spent 23 years as a licensed contractor
> with a one dimensional business name. The Security Consultant. The thing
> is some of my biggest jobs were voice and data cabling jobs. Not at all
> security related. Others were customers were I did, sound systems, phone
> systems, intercom, video, and security all for one client. I did ok, but
> a name that better encompassed my range of skills might have done
> better. I have since thought a name like Arizona Systems Solutions might
> have been better. People would certainly remember that guy from A.S.S. I
> imagine it would have been hysterical to have A.S.S. security decals on
> windows all over town. Seriously though. Try to think about how you can
> and will expand in the future. If you stubbornly say, "I am only ever
> going to make rod holders," then don't worry about it.
>

Well Bob that was very well written and humorous!!

Which makes me want to tell another true story.  It October 1989 a
friend and I decided to start a business in security.  We sat down at
the kitchen table and decided we needed a name.  Hmmmmmmm  Well we
thought we should try and be first in the phone book and come up with
something starting with the letter "A".  We couldn't fit a lot of "A"s
into our thoughts but then my friend says how about "Aegis Security".
Aegis??  Yea, it means Secure in Greek.  (actually "shield" or
"protection") but at the time who am I to argue?? It still works!!

So, we called the attorney and said make the name on the application for
"Aegis Security, Inc."  So the attorney (being paid for every second"
did the apply thing and came back the next day saying sorry that
is already being used, you need to come up with something else.

So it was back to the kitchen table......... Hmmmmmmmmmmmmmmmmmmmm

So we started with things with our initials, locality, a bunch of
stuff that didn't seem to work.  So I said, how about we focus on
the things that we can do.  He says, you mean like, we are able to
do security, and were are able to do fire alarms, we were able to
to do phone systems, we are able.........................
That is when the light bulb lit up and we both said how about;
ABLE Security, Inc.  We contacted the attorney again and
sure enough it was OK to use ABLE Security, Inc.

And, that was just the beginning of the story.

Been over 30 years now!!  It's A.S.I not quite A.S.S. but close.

However, there is a Able Security and Fire Alarm Systems
in Wisconsin that would be A.S.F.A.S. Drop the Fire Alarm and then
they qualify.  Over the past couple of years I have received phone calls
from their customers that don't look close enough to the Area Code
difference looking for some help with their system.  I was ABLE to help
one fellow just because I am a nice guy.  I also explained that the
service call invoice was in the mail.  He said; "you don't know where I
live!!"  I said; "you gave me your address when you called"  And besides
it would be better than a 1,700 mile Portal to Portal Trip Charge!!!
The last one just a week ago had no humor so I just told him to the
right number.

Les