Brand name issues

Decide critical
naming issues separately.

It's impossible to bring
an organization together through a name change. People have enough to worry about.

Ultimately, names should be decided in the board room. And the best of all possible decisions, frankly, is to decide the new name before the merger is announced.

We use special techniques to evaluate names, make naming decisions, and build new names from scratch.

Three guidelines:

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(2) Focus on marketing, not politics.

Unless you are
Rolls-Royce or Mercedes-Benz and have been around forever, one name is better than two names. The power name that fits your business is the name you need.

(3) Help everyone accept what's inevitable.

Ultimately, people have to accept that one name will mean more to more people, offer greater business opportunity, and better prepare your organization for growth. This is the name you need. And the more people are focused on working together and building the new organization, the less names actually matter. Building your organization and your business is the right focus for people.
Not fretting about names.

STRATEGIC OBJECTIVES 1 2 3 4

(1) Identify the name that has power.

Names have value. Names have clout. Names have power. Some more than others. We help you identify the name that does the most for you and your business.

Define
your new story >