Corona beer’s brand is in trouble. 38% of Americans wouldn’t buy Corona beer because of the coronavirus. How crises impact brand names.
Despite a boycott and backlash of Christians calling the branding “hate speech,” Sweet Jesus is not changing its brand name. I think this is a mistake. Here are 3 reasons why Sweet Jesus needs a new name.
A brand name that is catchy and memorable in one language can be completely inappropriate in another. Use invented names to avoid international embarrassment. Solgenia invented their company name to work well in eight languages, and be correctly written in each.
Changing a company name can be highly disruptive, especially with a well established brand. Archway Insurance rebranded in 2011, and got its team involved to support the process. Rebranding is sure to fail without your staff’s buy-in.
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