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When Kiln is not Kiln

September 4th, 2018


Photo Credit: Simon Davies

Some of you will know this story, you’re savvy enough to stop reading if you have.

In 2005 a group of students graduated from Birmingham University and decided to form a theatre company. After much fraught discussion they decided to call their company Kindle. I don’t know for a fact that the discussion was ‘much’ and ‘fraught’ but whoever named their enterprise with speedy decisive assurance? Anyway, the point is they called themselves Kindle, they worked hard, started making shows, and became successful.

In parallel with this story is one about a graduate of Princeton University who, in 1994, decided to form an online book retailer. After ‘much fraught discussion’ he decided to call his retailer Amazon. He worked hard, started selling books and became successful.

In 2005 Amazon started work building an electronic book called Fiona. After some time it became clear that the e-reader could be great but that its name was rubbish so after much engaging of branding consultants they decided to call it Kindle.

By the time millions of Kindles were being sold around the world Kindle started to get fed up of sharing their name with an e-reader and all the questions and misunderstandings that involved. They decided to change their name.

Despite very little engaging of branding consultants they still came up with the name Kiln, a neat choice I’m sure we will all agree.

In parallel with this story is one about a graduate of Hull University who in 2012 takes over Tricycle Theatre in Kilburn, London. After working hard, making shows and being successful, the director leads Tricycle Theatre to a major refurbishment. After ‘much fraught discussion’, but possibly not very much ‘web-searching for to see if a theatre company already exists with the name you’d quite like to use for your theatre company’, she/they decide to call it… and here you’re all ahead of me – Kiln.

So poor old Kiln were called Kindle before Kindle and now they’re called Kiln before a much richer, more established and more prominent theatre based in London decide to be Kiln. Where from here?

Well Kindles are still called Kindles. Kiln complained to Kiln about the name Kiln, but Kiln really didn’t seem bothered about it at all – whereas Kiln, as you can imagine, are really quite bothered about it. So Kiln aren’t going to change their name, particularly after an expensive rebranding, despite sniffy columns and comments in The Guardian which also include numerous people saying what a rubbish name Kiln is! This just leaves Kiln who have decided to disband, not because of the whole Kiln thing, but because as a collective they felt they’d run their course and want to continue working in theatre as individuals.

So if Kiln are disbanding does any of this matter? Well, The Tricycle didn’t know Kiln were disbanding when they decided to cohabit their name – maybe Kiln didn’t know they were disbanding at that point, so there is a lack of respect in the decision, which is upsetting, original Kiln are sinking in the search engines swamped by new Kiln.

On 22nd September Kiln are holding a valedictory walk from Birmingham University to a pub somewhere across some hills, I hope to join them and celebrate their achievements and wish them luck with whatever they do next – whatever they may call themselves.

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