It’s a joy to name companies, but renaming can be a minefield.

Even if the existing company name has utterly failed, there will be timid people who believe nothing should change. There are also fears, sometimes legitimate, of losing brand equity/visibility/reputation/whatever if the transition is badly handled. Yes, branding can be tricky, but fortune favors the brave. Suit up.

Will you lose customers? Good will? Trust? Credibility? Or just the cost of printing new stationery? Read our new White Paper on Renaming to learn 11 practical ways to make the process work better.