Comments on: Rebranding : Making a New Name For Yourself Isn’t Any Easier

By: Peggy

Peggy — Sat, 06 Dec 2008 01:33:59 +0000

adam, i agree with your observation that likely “most start-ups don’t
even consider budgeting for a name”. in my experience, frequently the principals of start ups have never named a company, and have no idea
of the costs involved. it’s vitally important that companies recognize
the significant role a name plays in a brand’s success.

your advice to get expert help from a professional naming agency is
spot on. the process of finding a powerful name should include strategy
and positioning, and incorporate the company’s vision for the future so
that the name will fit in five, ten or more years. danny altman alludes to this in the article – the time to think about branding and strategy is at the inception. it’s easier to get it right the first time, and as you say, most likely less expensive than rebranding.

By: Adam Strong

Adam Strong — Wed, 03 Dec 2008 02:14:47 +0000

thanks for the link namer.ca. OUCH! Making sure you aren’t infringing on another existing brand is super important and something you can research at uspto.gov or be sure about with some professional legal help. I guess Inc and I completely forgot about the legal side. DOH
That link also shows how crowd-sourcing (also talked about in the Inc article) can lead to problems as well. . . .good find.

By: namer.ca

namer.ca — Wed, 03 Dec 2008 02:02:47 +0000

great post Adam,

another example why a naming project should not be taken lightly or haphazardly is to avoid rebranding costs due to legal issues, as this company has experienced http://mercurygrove.com/blog/200