Naming and verbal identity is such an essential foundation of successful strategic brand development. What about changing the name of an established brand? The decision to change a well-known brand name should never be entered into lightly.
You can change a corporation name gradually – by phasing in new materials over a period of time. Or you can do it radically: Everything new and in place on one changeover date. Either way, you’ve got a lengthy list of materials to consider.
Names just don’t sit there. Names “do.” Names have action and energy. Sure, names identify a business or brand. But names also suggest certain types of action:
So you want to register a domain name – let’s call it “www.smith.com” – but that URL is already taken.
Big Ass Fans is a new national advertiser. They sell the world’s most efficient ceiling fans, in diameters from 5 to 24 feet. The company started life as the High Volume Low Speed Fan Company, before adopting an irreverent new moniker. (The company claims it changed names after repeatedly hearing customers say, “Man, that’s a big-ass fan.”)
