创始人叫“松鼠老爹”，员工叫“鼠某某” 专家：从“松鼠”到“鼠”恐造成品牌认知错乱

Core Viewpoint - The company, Three Squirrels, has implemented a unique naming culture where employees adopt names starting with "鼠" (Shu), symbolizing a family-like atmosphere and enhancing team cohesion, although participation is voluntary [2][3]. Group 1: Company Culture - The practice of adopting "鼠" names is intended to create a friendly and cute brand image, fostering a sense of belonging among employees [3]. - The founder and CEO, known as "松鼠老爹" (Squirrel Dad), emphasizes that any cultural practice that resonates with employees and aligns with the company's values is beneficial [3]. - The company views itself as a family, encouraging members to contribute their best efforts, which reflects the internal culture [3]. Group 2: Brand Perception - There are concerns that the shift from "松鼠" (Squirrel) to "鼠" (Mouse) may confuse consumers, as it creates a disconnect between the brand's identity and the internal naming culture [4][5]. - The company has faced criticism for instances where return labels displayed "退货鼠" (Return Mouse), leading to perceptions of disrespect towards consumers [4]. - Experts suggest that the internal culture should not be directly promoted to consumers, as it may not align with brand values and could lead to misinterpretation [10]. Group 3: Industry Practices - The use of nicknames or "花名" is common in the tech industry, with companies like Alibaba and Tencent adopting unique naming conventions to foster a casual work environment [6][8]. - Other companies, such as Pinduoduo and NetEase, have also implemented creative naming practices that reflect their brand identities and corporate cultures [6][8]. - The effectiveness of such naming conventions depends on their alignment with the company's core culture and leadership style, as mismatched practices can lead to confusion and ineffective branding [10].