Why Richard changed Wilson Conferences back to Family Office Club
Richard used a naming experiment from his own business in the branding module of the Rainmaker series. He recalled trying Wilson Conferences and then returning to Family Office Club.
The reason for broadening the name
Richard said the events had expanded beyond a narrow family office focus. Wilson Conferences seemed to accommodate more categories. In his account, interest fell after the change, and the team reversed it.
What the audience wanted to join
Richard's explanation was that people wanted to belong to a Family Office Club. His surname did little to explain that benefit to a stranger. This is his account of the experiment; the recording does not provide a controlled test separating the name from every other influence.
In Richard's words
"We put it back to Family Office Club and things took off again." (Richard C. Wilson, recorded library commentary)
How to use this
- Ask what a stranger expects to receive from the name alone.
- Keep a record of what changed and what happened when testing a new name.
Questions and answers
Which name did Richard test?
Wilson Conferences.
Why did he return to Family Office Club?
He said people wanted to join a Family Office Club and reported weaker interest under the broader name.