But I love the fact that you can tell by their name - and by looking at their van - just what they do.
That's the thing about vans: you can usually get the message and understand right off the bat what product or service they provide.
My historic favorite is "We Clean Blinds", which I used to see on Route 128 every once in a while.
Yep. I know what they do.
Today I noticed The Pie Guy, and a van that said "Pool Covering." Last week in Syracuse, it was Gianelli Sausage (with its mildly obscene dancing pigs in tutus).
Sure, you have life easier if you have a readily understandable product (sausages) or service (pet grooming).
B2B is harder. Tech2Tech is harder.
Our products are complex. Our companies do a lot of things, so we can't have a name like Acme Steel. We need a name like Acstellent Enterprise.
But all marketers - before they lard on the fancy, abstract messaging - should lay out what it is that their products and services do in crystal clear, side-of-the-van language.