What's in a name? Well, it's a first impression. It's also a descriptor. And it should be an opportunity. Consumer product companies spend big dollars developing their names. There's a lot at stake, and the right name can help define a business and even influence its success or failure.

How about airport names? Do you think the politicians in charge ever consider marketing potential when choosing a name for one of their community's most prized possessions? An airport name is too valuable of a commodity to waste on obscure dead leaders. It's one of the most powerful marketing tools an airport has at its disposal … and it's free!

An appropriate airport name can help attract passengers or even new airline service. Manchester-Boston Regional Airport is an excellent example of how a name can be used proactively. The facility was known as Manchester Airport until April 2006, when it added "Boston Regional" to advertise its proximity to Boston, about 50 miles (80 km) to the south.

Brilliant. Savannah International was changed to Savannah/Hilton Head International in 2003. Customers traveling to Hilton Head may have never considered using the airport prior to its name change.

Now consider airports with names like Jones-Smith-Johnson Anytown International Airport. What a waste of signage and opportunity! How many local Anytown citizens can correctly recite the full name of their very own airport? Does anybody know when former politician Jones, war hero Smith and civic leader Johnson lived, or why the city named an airport after them? If so, do they care?

When it comes to airport names, it's important for people outside the community to know and find you. Too often, the opportunity for a great airport name is missed so a politician can be honored. Give them a statue instead. It will serve the local citizens and birds better.

In today's era, airports are competing for passengers, air service and revenue. Let's save the good stuff for something that will help the cause.

Cheers.

Paul