What’s in a name? Quite a lot for brands. Many invest a great deal in building up their name recognition. So when a company makes the move to rebrand: the question is, what justifies changing that name, which can cost the company the goodwill it has cultivated over years of conducting business? Also what particular challenges do B2B companies have over B2C ones when taking on rebranding?
This was the topic of discussion I had with Paul Pellman, a former Google executive and new CEO of Kazoo, an HR tech company that brought together two different companies — YouEarnedIt and HighGround — under a single entity this April. With rebranding at the top of a newly named company, we talked about which situations necessitate making such a change.
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