"Rebrands are defining moments. Sometimes that means a refreshed identity, a new positioning, or a refined tone of voice. But the most disruptive, high-stakes rebrands are the ones that also change their name. That step doesn't happen often, because it demands more from a business: more conviction, more communication, and more willingness to let go of what's familiar. Few brands have a clear mandate to change their name."
"It's time to change your name if it no longer reflects your business, if there's been a merger, your industry landscape has shifted, or your current articulation is holding back growth. For us, all three things were true: we'd merged three businesses, expanded globally, and redefined what we offer. Yet the industry was shifting just as fast - design is becoming automated and commoditized, and brands expect more to be delivered in less time."
Renaming a company is a high-stakes strategic move that requires conviction, communication, and the willingness to abandon familiar equity. Structural shifts, mergers, or a changed industry landscape can necessitate a new name to reflect expanded capabilities and ambitions. Some renames are calculated bets to signal future direction rather than preserve past associations. Notable examples include Facebook becoming Meta and the Washington Redskins becoming the Washington Commanders. The authors merged three businesses, expanded globally, and redefined offerings while facing an industry shift toward automation and commoditization, prompting a renaming to better match momentum and market expectations.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]