“What’s in a name? That which we call a rose By any other name would smell as sweet.” —William Shakespeare   Unlike Juliet’s rose, names do matter in marketing, especially in today’s new normal. We know that everyone is pivoting their events to virtual but they’re also renaming them.   So InfoComm became InfoComm 2020 Connected. VentureBeat’s GamesBeat Summit 2020 took on a subtitle: Dawn of a New Generation. Farm Progress, an Informa division, just pivoted their big event to Farm Progress Virtual Experience or FPVX. Meister Media just concluded their BioSolutions Africa VIRTUAL—it had the subtitle: Timely Transformation for a Changing World. And for their 23rd Annual EMACS - The Customer Experience Conference in October, Chartwell added this tagline: “Same conference. Same content. Same dates. New virtual home!”   Of course, new events with new names are also being developed. Access Intelligence&r ...