Re-naming, a fable

Posted on Oct 16, 2012

Once upon a time, 3 portfolio managers split off from Megabroker, Fenner and Bean*, to form a new company. They didn’t budget any money for branding or naming, so they wound up with CLM ASSOCIATES, using their first initials. (Curly’s idea, but Larry and Moe agreed.) Everybody has a tagline, right? So they conceived Strategic […]

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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 […]

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