Organizations are sometimes faced with an unavoidable need to change their name.  Perhaps the need is driven by changes in the industry, an expansion of offerings and markets, a new strategic direction, or a merger or acquisition.  For example, Blackwater Worldwide recently changed its name to Xe – pronounced “z” – which the president attributed to the company’s shift away from providing private security to training and logistics.  (The desire to make a clean break from the past after years of widespread negative publicity surrounding the company’s work in Iraq was likely another major catalyst.)

An organization's name carries emotional connections and even equity with it – the amount of which depends on the brand power, reputation, and loyalty it has built in its markets over the years.  As a result, selecting the new name that will represent the brand is an important strategic undertaking.

Though it’s tempting to just pick a new name from a list of options developed in-house, we strongly advise against it.  Click below to learn why.