What’s in a Name?

by Kim Taylor

Lately I’ve been doing some research to come up with a name for a personal project I’m working on.  I’ve spent a ton of time thinking through options during my morning workouts or on long car rides.  But ultimately, I’ve been trying to walk myself through some of the same advice we give clients:

  1. Your name should effectively communicate who you are, what you do and how you do it.

One brand that comes to mind is Hotel Tonight—an incredibly useful mobile app that lets you book a hotel room for the same night at a discounted rate.  They really nailed it with that name, right?  Except last year they expanded to allow users to book rooms up to 7 days in advance.  Drat!

Six months later they’re still communicating that message to customers.

If your business model changes and your name no longer reflects what you do, would you embark on a re-branding campaign or hunker down and invest more in public relations, marketing and advertising to reinforce your message?

What would you do?

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