Renaming a Company: Creating a Smooth Brandsition®

If we started to collect a nickel for every inquiry asking us if we offer renaming or rebranding services, The Naming Group would experience quite the spike in revenue this year. Do we offer rebranding and renaming? We don’t. We offer Brandsition® services. At The Naming Group, we believe that "renaming" and "rebranding" are outdated and inflexible terms. It’s that “re-“ prefix! To us, it implies a do-over or starting from scratch. When we are developing a new name for a preexisting company or product, we never start from scratch.

The concept of a Brandsition® stretches beyond developing new names for preexisting entities. It applies numerous branding scenarios such as:
- Building sub-brands beneath an established parent brand
- Developing line-extensions
- Proposing to reach a new target demographic
- Corporate expansion in a new direction (environmental consciousness, philanthropy, affordability)

The driving force behind a Brandsition® is to simultaneously revive and preserve a brand. A shiny new name is only as strong as the brand equity upon which it is built. It is important to identify and modify what has not been successful thus far, while also preserving the brand elements that are in good working order.

For instance, Epson’s latest product launch, “BrightLink” is a perfect example of a successful Brandsition® (forgive our bias - while at a former agency, The Naming Group members worked on BrightLink name development). For years, Epson has had an innovative educational program called “Brighter Futures” which they define as “a unique sales and support initiative…designed to help educators select and implement the best products for their classrooms while making the most of their budgets.” Given that the “BrightLink” projector will forever change the classroom landscape it only made sense to have the product name speak to “Brighter Futures.”

Read more about Brandsition® here.