Posts Tagged ‘name change’  

Name Change Considerations and Brand Impact

make a decision

Many times throughout my career, I’ve been confronted with the task of assisting companies in the mortgage industry with changing their corporate names. Undergoing a name change is a very complex task that requires significant resources and a well thought-out strategy…especially when the old or current name has significant brand equity. For that reason, I tend to err on the side of keeping the current name unless the reasons for the change are truly compelling, with no other reasonable option in sight.