Should You Change the Company Name During a Rebrand?

As Seen on Forbes
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.

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