Improved economics are driving sustainability efforts, and stakeholders worldwide — citizens, investors, regulators, employees, and customers — are holding corporations, cities, and organizations accountable. What was once a “nice-to-have” has become an organizational imperative. However, the road to sustainability is riddled with complexity. Where do businesses start? How do they justify short-term investment costs? And how do they develop a robust, long-term strategy to ensure success?
The decision to modify or replace a brand can be a tough one. There may be a sentimental attachment to a legacy brand, particularly to the more visible elements, such as the logo. If a company is growing at an acceptable rate, the temptation to “leave well enough alone” can be powerful. But it’s important to keep in mind that virtually every industry today is in a constant state of flux. New entrants, innovative disruptors, breakthrough technologies, evolving customer preferences. A brand can’t stand still in a world that’s forever moving.
“What’s in a name?” It’s not just William Shakespeare who wants to know. Companies have been pondering this question for years, trying to crack the code for the perfect name to gain recognition — and help their products sell. That’s because a name carries real weight. Brand naming has the power to reinvigorate an existing company or set a new one up for success from the very start.
