If the new product represents a significant investment, and has the potential to significantly impact the company’s future, it may make sense to adapt the corporate brand to accommodate the new offering, rather than the other way around. Another consideration is how the new offering will fit within the company’s existing portfolio; for example, will the company’s current naming convention work for the new product … or should the framework be adapted or even replaced?
When everything else is getting a refresh — a new brand strategy, updated messaging, a fresh design — a company’s name is looked at with more scrutiny. Here are important criteria to evaluate before deciding to rename.
We talked to Jaime Kalfus, Global Head of Brand Experience for J.P. Morgan Asset Management, about how she and her team view a successful brand launch as a journey, not a destination.
The toughest audience for your new brand may not be your long-time clients or future prospects. It may be your own sales force.