ESOP. Familiar with the term? An ESOP is an Employee Stock Ownership Plan — a type of corporate ownership structure that provides a tax incentive for companies to share the rewards of stock ownership not only with those highest in the organization, but with their entire workforce. It’s a type of plan that benefits companies while also potentially making a big difference in employees’ lives, and even boosting the American economy..
Our client — a firm believer in the power of ESOPs — was forming a coalition to maximize their impact and expand their usage through lobbying and removing legislative barriers. A crucial piece of the puzzle was the name. They needed a name that directly conveyed their focus in clear language, that felt inclusive and inviting to join the cause, and could be used to start a conversation.
We initially explored a wide variety of name styles, then narrowed our focus to names that included “ESOP” paired with a verb. These names felt powerful, clear and inviting..
Ultimately, our client chose to use the moniker “Expanding ESOPs” — a name that highlights a key goal of theirs with great clarity, feels like an ongoing initiative, and even has some nice alliteration with two leading Es. We commend them on a strong selection and look forward to seeing them expand ESOPs, elevate workers, and strengthen American companies.