Customers, suppliers and even competitors tell us “you have a crazy name”. If crazy means it stands out in our industry, we’re happy to go with crazy.
Perhaps you’ll think it’s maybe not so crazy when we explain how the name “Three Cherries” came about.
Around 15 years ago, the founders of what was then a tiny IT network support company were having a chat with a brand guy named Ross Smith.
He asked us one simple question – in quite a few ways. “Why do you do what you do”? We were a bunch of techie guys who revelled in geek speak – but Ross swept all of that aside. He kept coming back to the simple question “Why do you do what you do”?
Then, late afternoon with all three of us getting a bit bored and fidgity by then, one of us shouted up “We take the Gamble out of Computer Networks”. With that, Ross beamed, drove hastily back to his design studio, muttering “Gottit’!
We got on with running Computer Networks (Bristol) Ltd (great name huh). Then, on Tuesday May 2nd, 2000,
three guys with slick, black “ad industry” suits appeared, sat down and smiled confidently.
“We’ve nailed it” said Ross, and with a nod to his colleagues the three revealed the Three Cherries logo.
We looked at the logo, then looked at Ross and his team, then back to the logo…..and then the silence was broken by one of us saying “We get it… gambling right?”
“Three Cherries takes the gamble out of business technology”
Ross then went on to explain the emotional link between what for many of us would have been our first experience of gambling in the slot machines and the new brand name of our IT support business.
And that’s the story of our maybe not so crazy brand.