What’s in a name? When I was launching my new advertising agency in 2016, I needed to come up with a name. But I didn’t want to do what other agencies do. I didn’t want a collection of last names that sounds like a law firm, (Welcome to Nonebrecht, Somebrecht & Albrecht…). I didn’t want random letters like SOS, PMS or IBS. In short, I didn’t want a boredinary name. What I wanted was a name that no one would forget.
Whoomp, there it is!
When I first wrote down the name The Weaponry, it might as well have been written in giant, flashing neon letters. Because it jumped off the screen at me. I instantly knew I had found the right name.
Like the boy named Sue, our name has been one of our great assets. People tell me every week how much they like the name. It’s intriguing. It sounds aggressive and provocative. And I am constantly asked about The Weaponry’s origin and meaning. In other words, it’s a great conversation starter (except maybe that conversation it started with the Immigration officer in India at 2am).
What’s behind the name.
When people ask me what the name means I usually answer with the follow statement:
‘Well, right behind the desk in my office is a giant sign that says, The most powerful weapon on Earth is the human mind.’
Like the answer to a good riddle, that line always converts skeptics, doubters and critics, into enlightened insiders.
But wait, there’s more!
However, there is another reason we are called The Weaponry. I absolutely love the definition of the word:
Weaponry (noun): all the weapons, collectively.
All The Weapons
When I set our to create my perfect agency, I wanted to offer our clients ALL the weapons, collectively. For two reasons. First, it would make life easier for our clients to be able to get all of the services they need from one resource. Having one agency translates to less time looking for agencies, less time managing agencies and no time coordinating agencies.
The second reason I wanted to offer all of the weapons is that I believe that if you have the ability to skillfully use each weapon, you will always use the right weapon for the situation. Whereas specialist, or sliver agencies, who only know how to operate a couple of weapons, will use what they have, regardless of what the situation or strategy dictate.
So, what kind of work do you do?
People always ask me what kind of work The Weaponry does. I say, ‘Whatever our clients need.’ Which I realize sounds kind of lame, and kind of smart-assy. But it is the truth. To illustrate the breadth of work we do at The Weaponry, here is a list of the things we are creating this week:
- radio commercials
- print ads
- television commercials
- mobile ads
- social content
- website design
- package design
- credit card design
- logo design
- business card design
- blog posts
- media plans
- media buys
- photo shoot planning
- brand style guides
- Powerpoint template design
- pre-roll video
- website development
- trade show booth design
- and some fun promotional buttons
At The Weaponry we are living into the vision. We have created a valuable and flexible resource for our clients. Our broad range of opportunities have created a stimulating environment for our Weapons. And thanks to our provocative name, we have great t-shirts, stickers and business cards that always get people thinking, and talking. Which is exactly what advertising is supposed to do.