Reputation Matters: The Value of a Good Name

On this day, September 4, 1957, Ford Motor Company introduced its much-ballyhooed new model, the Edsel.

The Edsel was a pet project of Henry Ford II, the President and CEO of Ford, who named the model after his son, Edsel, who died in 1949 at the age of 49.

For those my age and older, as well as car aficionados, you know the Edsel was a complete flop. It suffered from quality, reliability, and design issues. Its unique design, especially the grille, was met with public disdain and ridicule. Soon, the Edsel became a joke, and its name became synonymous with failure.

Names are important. Names have meaning. Names speak to the reputation of a person, place, or even a car. The influence of a name is shaped by its character, dependability, prominence, and respectability.

For instance, consider the positive connotation of these names:

• Solomon=wisdom.
• Einstein=genius
• Mother Teresa’s sacrifice and compassion
• Good Samaritan=helping others, especially strangers
• Patrick Henry=patriotism

On the flip side, some names symbolize a negative trait:

• Judas=betrayer
• Jezebel=wickedness
• Nero=cruelty, decadence, persecution of Christians
• Benedict Arnold=treason or a traitor
• Hitler=evil, genocide, tyranny

Ironically, Edsel’s name became a symbol of failure because its German origin means “noble.” While Edsel himself had nothing to do with the stigma attached to his name, his family besmirched it with some poor business decisions.

“A good name is to be chosen rather than great riches, and favor is better than silver or gold,” counseled the wise man in Proverbs 22:1.

As we’ve observed, one’s name is more than just a label. It speaks to one’s reputation, character, influence, and identity. A good name builds confidence and evokes trust. A poor name raises suspicion and arouses mistrust.

The Edsel and the examples of famous names in history remind us of the importance of a good name and the lasting influence it can have, either positively or negatively.

While few of us have a name with national recognition or historical importance, we all have some impact within our circle of influence. The fruit and force of our lives, either for good or bad, can be felt within our family, church, community, workplace, and maybe even the brotherhood of believers.

At the heart of a good name is more than reputation; it is character. As Abraham Lincoln is attributed to saying, “Reputation is the shadow; character is the tree.”

A good name is achieved by wise decisions, godly living, ethical business dealings, compassionate treatment of others, and keeping one’s word. Conversely, reckless choices, impious habits, dishonesty, selfishness, and breaking promises damage and defame a name.

The story of the Edsel’s business debacle goes beyond a failed car model; it reminds us that a name is fragile. A good name can be ruined, sometimes beyond repair. While one’s reputation may be rebuilt and restored, it will take time, demand effort, require patience, and compel focused discipline.

“Your reputation and integrity are everything,” wrote leadership guru John Maxwell. “Follow through on what you say you’re going to do. Your credibility can only be built over time, and it is built from the history of your words and actions.”

Ultimately, when making choices that impact your reputation, consider the advice of Warren Buffett. “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”

–Ken Weliever, The Preacherman