Reinvent or Reinforce: Naming a modern offering

New brands are reshaping competitive landscapes and redefining consumer expectations at an accelerating rate. As traditional models are reinvented, so too are the names that define them.

Do we reinvent what our brand stands for with a bold new name, or do we go with a straightforward name that reinforces the brand we’ve already got? Both options are often viable, but each comes with a clear set of implications. Whichever way you go, all-in conviction is required to focus energy, messaging and dollars behind the one brand sent to compete in this high-stakes climate.

This perspective outlines our comprehensive approach to creating brand names that break through.