=IF formula to fill a referenced cell

so no you can NOT set the value or display setting of a different cell using a cell formula
you could use a macro/VBA but even that might get tricky/buggy
one option you could do is use custom formatting and define '0' to be "name" and then preset the value of those cells to be 0 (zero). In this way any formula could easily ignore anything = 0 but the user would SEE the text prompt
so to do this select cell B3 and go Home-> Number ->custom formatting->Custom -> and in the box type something like: 0.00;-0.00;"Name"

This is summarized in the following picture:

notice how cell H29 is selected and is SHOWING "Name" but in the formula bar the actual value in the cell is 0.  And the Format window is open showing that cell has custom formatting selected and in the "Type" entry I entered:    0.00; -0.00; "Name"