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What's in a Name?
By: Dwayne W. Waite Jr.
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As marketing and advertising professionals, we all understand that picking a name or phrase to represent our product, service, or concept is not a simple task. It must not only show the prospective audiences what our brand and product are about, but also leave an impression in the minds of our audience so they can easily recall our offerings.

We were driving home the other day, listening to the radio, and we heard about a scientific initiative called the Revive and Restore Project.

Hmm, sounds interesting, right? When we think of the phrase "Revive and Restore" and pair it with science, we thought of maybe some environmental push to clean up the air to a certain point or level. Or, with more attention on farming in the United States, maybe the project dealt with how scientists are giving farmers new approaches to treat their pastures and farmland.

If you thought that too, then you too would be wrong.

The Revive and Restore project deals with something called resurrection biology.

Holy mad science, batman!

Now what do we have: revive and restore + resurrection biology = what in the world are scientists doing? Our interest turned from genial to a heightened curiosity. With a definition behind the name, it totally takes out the "Save the World" feel and adds the "Rule the World" in a creepy undertone.

The science community — especially those in the resurrection biology field — probably saw the mixture of adoring fans and terrified naysayers and figured that the field's name is worth taking a look at.

We know resurrection biology now as de-extinction.

It seems they took out the creepiness, added the science, and created a more logical definition for Revive and Restore. No longer does it sound like ground zero for a zombie outbreak.

What will Revive and Restore do, by the way? Its goal is to bring back certain animal species that are currently extinct for one reason or another. Not totally mad scientist flare, but still has a touch of god-complex to make it a little unnerving.

Regardless of what they plan to bring back, we have to give them kudos for deciding to go with de-extinction. It is more becoming.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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