The Mother of Name Change Reports

Guest post by: Guy Kawasaki
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How to Persuade People - By Guy Kawasaki

Continuing on the theme of naming companies, you should read “Company Naming Changes 2006” by Strategic Name Development. 1,900 name changes occurred last year. The company has identified nine categories of name changes:

Dog Eat Dog (34%)

Too Big or Too Little (29%)

Build on the Brand (Building on a Strong Brand) (5%)

Quick Makeover (14%)

U-Turn (8%)

User-Friendly Naming (4%)

Buying Into the Club (3%)

Rebuild, Restructure and Rename (2%)

Spinning Off Into The Unknown (1%)
My favorite is “Center for Minority Educational Affairs” becoming “Center for Multicultural Equity and Access.” There is a lot to learn from this report if you’re changing your company’s name and undertaking rebranding.

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How to Persuade People - By Guy Kawasaki

About the Author: Guy Kawasaki

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Guy Kawasaki is a managing director of Garage Technology Ventures, an early-stage venture capital firm and a columnist for Forbes.com. Previously, he was an Apple Fellow at Apple Computer, Inc. where he was one of the individuals responsible for the success of the Macintosh computer. Guy is the author of eight books including The Art of the Start, Rules for Revolutionaries, How to Drive Your Competition Crazy, Selling the Dream, and The Macintosh Way. He has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.
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