How to Rename a Company

Posted on Apr 27, 2010

It’s a joy to name companies, but renaming can be a minefield.

Even if the existing company name has utterly failed, there will be timid people who believe nothing should change. There are also fears, sometimes legitimate, of losing brand equity/visibility/reputation/whatever if the transition is badly handled. Yes, branding can be tricky, but fortune favors the brave. Suit up.

Will you lose customers? Good will? Trust? Credibility? Or just the cost of printing new stationery? Read our new White Paper on Renaming to learn 11 practical ways to make the process work better.

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  1. James Murphy
    May 6, 2010

    I love this article. It will come in handy as I am about to rename my company. I am not yet sure on the new name though. I think something with kids and/or puppies in the name would be good as people really like kids and puppies. We make caskets and other items for use in funeral homes so i am not so sure how to work in the kid/puppy angle yet.

    Again thanks for the great Blog.

    • Bob
      May 6, 2010

      Maybe a tiny puppy-size casket attached to a big one, on a leash.

  2. Robert
    May 17, 2010

    I find this article extremely helpful, although I would caution against outsourcing.. I hired a firm that outsourced my branding project evidently it was to some firm in the Ukraine as Stillman media was suggested to go to one of the following

    1. Μακριά σου
    2. Днём Святого Валентина
    or 3. Big Sexy Bulgarian Girls

    but great post Killian and Company! keep up the great work.

  3. Bob
    May 18, 2010

    Вы подшучиваете?

  4. bob
    March 7, 2015

    Renaming is one of the central strengths of our agency. The internal stresses within a company undergoing such a change make it very challenging.


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