Liz Claiborne: A New Name Does Not Equal a Strategy | BNET
Step 1: Determine the product and company positioning. Step 2: Determine the best product name. Margaret Heffernan writes, What’s wrong with name changes? I’ve sat around so many board tables where the business was drifting. Usually the first sign that the company won’t be able to fix itself is when someone suggests a logo redesign. That offers terrific displacement activity for months. First a brand management company is hired. To build up their billable hours, they interview all the senior players about brand identity, assemble a big glossy report, then some new logos that fail either because they’re just like the old one — or because they’re not just like the old one. What all this means is: No one knows what the company stands for any more and, much more important, nobody is prepared to make a decision. Read more in Liz Claiborne: A New Name Does Not Equal a Strategy | BNET.
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