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Changing your brand name is an expensive proposition. It's like hitting the reset button and can wipe away years of history. Choose to rename your brand under very specific circumstances.
Finding a sticky company name requires both curiosity and determination. Macadamian found there's in the most unexpected of places, the grocery store aisle. Play with words, and don't compromise. Pursue the right now for your brand.
Getting your brand name right makes all the difference in the world. But the process of finding the right name is time consuming and challenging. It takes a lot of creativity to find a short list of compelling names, and the the guts to let your market react to it and guide you to the right outcome.
One-size fits all brands are they lack the personal touch. Pelmorex Media Inc., operators of The Weather Network and MeteoMedaia, has taken a different approach to their naming strategy. They personalize their products for the regions, cultures and languages they are engaging.
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.
Why? This is the most important question to answer in any rebranding or renaming project. Why? Why are you doing it? If you can't give a succinct, authentic and sharable message, stop. Don't pass go. Don't collect $200. You've got to get your story right before you...
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Jeremy Miller
Top 30 Brand Guru
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