Voya – A Voyeur to take you on the Voyage of life?

voya_sign_windsor_angleAs a naming professional I know how hard it is to come up with new names. Especially short ones. So in that sense I applaud ING changing their name to Voya. Why it has to be so short and awkward I don’t know, but at least it implies something.
As a naming critic, writing on this site and others, I have longed campaigned for ING to change their name – for two big reasons: (1) It was just a meaningless and awkward three initial name and (2) The company’s brand took some major hits during the fairly recent big financial market collapse.

But what does Voya stand for? Or what is it trying to imply? Isn’t it a great name for a travel company? Isn’t it awfully close to Voyeur? Is that the kind of person you want looking after your retirement financial investments?

Oh Boya! I hope your money is safe with Voya!

© Copyright 2014 Brighter Naming ®

Posted in Branding, Consumer Goods, Name Changes, Name Origins, Naming News, Trademarks

Naming Articles

Brand insider articles from an experienced marketing team.

Oct 2021: The devil is in the trademark details

Mar 2019:The Power and Value of a Trademark

Jan 2019:4 common branding mistakes

Oct 2018: You named it What?

Linked In

Share this page on LinkedIn:


See his industry naming commentary (where he takes a critical look at names) via the blog on this site