nametag with changing

The desire for a new name often comes as part of the rebranding process. When everything else is getting a refresh — a new brand strategy, updated messaging, a fresh design — the name is looked at with more scrutiny. It’s no surprise that many of our B2B branding clients consider a name change, either because their current name is unknown and meaningless or because it is burdened with meaning the company wants to move away from.

In a recent Forbes article, Howard Breindel looks at this critical branding issue and some of the considerations that go into making the decision to change a name — or not.

Read it on Forbes

Hannah FoltzAbout the author
Hannah Foltz is a Senior Strategist at DeSantis Breindel. When she isn’t stuck on the L train, she is diving into research and helping develop positioning and messaging platforms for B2B companies.