What’s in a Name?

"I think this gives us as an organization an identity…we are tied to the past, and we’re proud of certain aspects of it…but I hope and expect that fans will see it as a new beginning." These were the words uttered by Stuart Sternberg in 2007—majority owner of the MLB franchise the Tampa Bay Rays—following the official name change of the club after ten seasons of operation.

The Rays—formerly nicknamed the Devil Rays—like many of their pro and collegiate counterparts realized a name change was inevitably needed, as the name connoted preconceived perceptions and interpretations of satanic and other negative associations. The team, realizing its heritage, didn’t abandon every aspect of its previous name but rather chose instead to shorten it, in an attempt to widen its fan base. In their first season with their new name, the Rays won the American League pennant.

Sports teams, businesses, the entertainment industry, as well as actors and singers alike understand that names, like words, are powerful and can either attract or detract potential fans and customers. Consider the following:

·        The man’s man, actor John Wayne—just wouldn’t have been revered or viewed the same had he kept his given name, Marion Michael Morrison

·        80’s rock star, Billy Idol wouldn’t have had the same recognition and appeal had he kept William Michael Albert Broad as his name

·        Former Cincinnati Bengal wide receiver Chad Johnson’s surname change to Ocho-Cinco at the very least, further marketed him, increasing jersey sales, etc.

All those aforementioned, and others like them, realized an important concept:  A name change doesn’t alter their core self, their morals, or even their beliefs, but rather it merely provides an opportunity to increase the scope of their influence.

Name changes have occurred long before Hollywood ever entered the scene. Consider the following examples from the Bible:

·        Abram's name ("exalted father") was changed to Abraham ("father of many") because God was going to make him a father of many nations (Genesis 17:5)

·        Sarai's name ("Jah is Prince") was changed to Sarah ("princess") because God was going to make her a mother of nations and kings of peoples would come from her (Genesis 17:15-16)

·        Jacob's name ("supplanter" or heel catcher) was changed to Israel ("ruling with God" or "contender, soldier or prince of God") after he struggled with the angel (Gen 32:28)

These individuals, and others like them, experienced a God-ordained name change to tangibly indicate what God was going to do with or through that individual.

So what’s in a name? What is it about the naming process that leaves many an expectant parent restless and awake at night? Obviously names are important as the Bible records a genealogy from Adam to Jesus. Since time began, people have stressed countless hours over the naming of virtually everything. Names can be descriptive, evocative, or arbitrary. Adam, the first man, was given the enormous task of christening every creature with a proper name. Seemingly in an assembly line, he went on a naming binge giving everything from the rhinoceros to the eagle to the ant its name. He did this without a “Top 100 Most Popular Names of the Year” book or a Google search or a majority vote from his peers. He simply recognized the attributes and characteristics of each God-created being and named them accordingly; Adam understood a simple principle:  The power of a name not only provides an origin and heritage, but it also grants an identity moving forward.

…And so I’ll attempt to briefly touch on Campus Crusade for Christ’s (the parent ministry of Athletes In Action) recent name change to Cru. Bottom line:  Certain word associations and connotations limited the potential effectiveness and scope of the mission and ministry as a whole moving forward. As noted on their website, “We care more about effectively proclaiming the love and forgiveness of Jesus Christ than we do about having the word “Christ” in our name. The only name that matters is Jesus and what matters most is connecting people to the name that gives life…As an organization, we are unswervingly committed to proclaiming the name of Jesus Christ in all that we do. We are committed to the centrality of the cross, the truth of the Word, the power of the Holy Spirit and the global scope of the Great Commission.”

As always there are critics, albeit well-intended. To the critics, I’d say, sure there’s a risk in a name change as there is with any change, but with the risk comes great opportunity for reward. And if a name change is what is needed to see the fulfillment of the Great Commission—or even one more soul come to know Christ personally—then I say it is well worth the risk!

Blessed be the Name above all names!

by Matt Dunn

Editorial