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Renaming an existing company

Lesson 10 of 10 in Naming.

Renaming an Established, Successful Corporate Brand · BrandingBusiness

Lesson

Renaming is the most expensive thing a brand can do, and it is occasionally the only sensible option: after a merger, after a legal conflict, after a scandal, or when the name has become actively wrong for what the company now sells.

Names on a line from describing the thing to meaning nothing at all.

Crews swap an old round-emblem sign for a new square-emblem sign on a building while movers carry boxes, papers, cables and a laptop out, and a designer with a small sketch stands aside. — Movers carry boxes, signs, papers and devices from an old name to a new one, while the designer's sketch looks tiny beside it all. Most of a renaming's cost is moving everything else.

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Question 1, locked
A company renames, treats the switch as a launch day, and moves on. What happens to its search traffic?
- It holds, as long as the old domain is dropped cleanly so there is no duplicate content.
- It bleeds, because the old pages were never redirected one by one to their new equivalents.
- It recovers within a week or two, since search engines re-index a new domain quickly.
- It follows the customers, who carry the old name across in their searches.
Question 2, locked
Which of these words means this? “Changing the name itself. Different in kind from changing the identity.”
- Consonant cluster
- Territory
- Shortlist
- Renaming
Question 3, locked
Which of these words means this? “The months where both names run together so customers can follow.”
- Orthographic check
- Convergence
- Transition period
- Screening

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