Question:
"Should we modify our company's name/logo. My company's name is established in the industry (almost 20 yrs) but we have added new divisions in the last 5 years. Would it be a good or bad idea to change the name - dropping the last word (3 words to 2) and changing a logo that we have hated in marketing forever. Thoughts?" - Jennifer.
Answer: A name change is a strategic decision, based on your business plan. It should not come from an internal poll or survey as the feedback you receive rarely reflects a leadership or strategic objective. A name change is typically triggered by: 1. A merger
2. A split of the organisation
3. A repositioning
4. A trade mark issue
5. The need to unlink the company from its heritage (ie it has become irrelevant or something bad has happened)
6. A move into new markets where the name is inappropriate or has a different meaning. None of these changes come about by a poll or internal survey. They are all clear and justified needs for the consideration of a new name.
Good luck with your review Jennifer.
"Should we modify our company's name/logo. My company's name is established in the industry (almost 20 yrs) but we have added new divisions in the last 5 years. Would it be a good or bad idea to change the name - dropping the last word (3 words to 2) and changing a logo that we have hated in marketing forever. Thoughts?" - Jennifer.
Answer: A name change is a strategic decision, based on your business plan. It should not come from an internal poll or survey as the feedback you receive rarely reflects a leadership or strategic objective. A name change is typically triggered by: 1. A merger
2. A split of the organisation
3. A repositioning
4. A trade mark issue
5. The need to unlink the company from its heritage (ie it has become irrelevant or something bad has happened)
6. A move into new markets where the name is inappropriate or has a different meaning. None of these changes come about by a poll or internal survey. They are all clear and justified needs for the consideration of a new name.
Good luck with your review Jennifer.