What’S In A Name?

Call it a rebranding of sorts.
Ron Lawrence, senior vice president/media director at D’Arcy Masius Benton & Bowles, Los Angeles, has changed his name back to the one he was born with: Ron Vazzano.
After graduating from Manhattan College and heading to advertising, Vazzano made the change figuring Lawrence was easier to pronounce and spell.
“It seemed like a cool thing to do as I was about to become a man of business,” he said. “Besides, it was the ’60s.”
Vazzano said he wasn’t trying to shed his Italian heritage, but his father saw it differently, and wasn’t too happy. Now it’s his 14-year-old daughter who’s miffed.
“My wife and [11-year-old] son were for it, but my daughter wasn’t particularly keen on the idea.”
Knowing an opportunity when they see one, the kids used the change as a bargaining chip. Now Vazzano, who made the change official on his 54th birthday, is obliged to add a dog to the clan.
Why bother changing back after all this time? Vazzano said it satisfies a need to anchor himself while also embracing change.
“I can’t think of a better way to do that than to change to the comfort zone of my previous name,” he said. –James Zoltak