Have you ever shopped at The Golden Rule store? Listened to something from the Tokyo Telecommunications Engineering Firm? Talked on a product from the Finnish Rubber Works or used equipment from the Computer Tabulation Recording Company? If those company names don’t resonate with you, perhaps you know them by their current names: JCPenney, Sony, Nokia, and IBM.
Sometimes, names that made sense when a company was young hinder their operations as they grow.
Words MatterCampus Crusade for Christ celebrated 60 years of ministry a few months ago. However, for the last several years we’ve wrested with the reality that our name is perceived differently now than it was in 1951. For many Americans, the term “crusade” is filled with negative connotations. Also, our ministry has expanded far beyond the college campus, so the term “campus” is inadequate or confusing in recruiting efforts for our Military Ministry, just as one example. 
Our ministry leadership has listened carefully to a LOT of feedback from ou...