When Everton FC wanted to open a store in Liverpool’s new shopping centre, they needed to come up with a name.
They couldn’t just call it ‘The Everton Store’, because everyone knew that was at their home ground, Goodison Park.
Their first store, in other words.
So they changed the name of the original store to ‘Everton One’. And called their new store ‘Everton Two’.
Now everyone knew which store they were talking about in their advertising.
But there’s another reason they settled on ‘Everton Two’. And that’s because the shopping centre is called ‘Liverpool One’.
So in every advertisement, website and leaflet, the address became… ‘Everton Two, Liverpool One’.