Fork In The Road: Rebrand or Token Merge?
If it’s because the company has done something seriously wrong, then “cleaning house” and changing the name makes sense. You want to show that you did the hard work necessary, on your own.
If it’s to help the company evolve towards changing tastes (for example a brand strategy firm that wishes to also offer logo design), a merge with a relatively unknown company also makes sense. You want to show that you’re bringing the power of two highly qualified companies to the table.
These are just two examples; there are obviously many more possibilities.__________
By Dannielle Blumenthal, Ph.D. All opinions are the author's own. This is a personal account unrelated to and not sponsored by the author's employer or any other entity. The author shares this content for reuse under the Creative Commons 3.0 License. For more information: https://creativecommons.org/licenses/by/3.0/us/. Originally posted to Quora. Public domain image via Pixabay.