Publish Date: 
Sunday, March 8, 2015 - 8:45am

Rich Campbell TCPalm
I’ve rebranded myself twice. So I understand All Aboard Florida possibly renaming its passenger rail service. I am a junior and my father’s name is Dick Campbell. Until about age 6 my parents called me “Little Dickie.” Too emasculating. Besides, who wants to be a “little” anything?

For several years, I went by “Richard.” Too formal. At least for me.

Some time during junior high school I settled on “Rich.” Perfect. A name is important. It paints a mental picture of a person, or business, and often is our first touch point with the outside world. For those of us on the Treasure Coast who bristle at the notion of 32 daily passenger trains circumventing our region beginning in early 2017, the name All Aboard Florida evokes images of delays — at rail crossings and railroad bridges — additional noise and vibration and declining property values for those who live near the Florida East Coast rail line.

For more than 18 months the Treasure Coast has been waging a battle to stop, or at least mitigate, the impacts from All Aboard Florida.

The rail company, which just recently began discussing the possibility of a train stop in our region, has a marketing problem: The vast majority of residents in Indian River, Martin and St. Lucie counties don’t want the passenger trains. Or the headaches they will bring.

Maybe a new name would help.

In February 2014, All Aboard Florida filed applications to trademark the names Bright, Bright Line and Bright Rail, according to U.S. Patent and Trademark Office records.

A spokeswoman for All Aboard would neither confirm nor deny the rail company would be rebranded.

“Bright” sounds cheery. Fresh. Promising.

Here’s the question for local residents: What name do you want emblazoned on the side of the train passing if front of you while waiting in your car for a rail crossing to clear? Or while sitting in your boat on the St. Lucie River waiting for the railroad bridge to rise again?

Would Bright Rail make the experience less disruptive to your quality of life?

Is a passenger rail service named Bright Line going to lessen the shriek of the train horn or preserve your property values?

All Aboard Florida could call itself the Treasure Coast Express, but it wouldn’t improve the outlook for local residents.

What’s in a name?

In the case of All Aboard Florida, more of the same.