Fork In The Road: Rebrand or Token Merge?


It depends on the reason you’re rebranding.

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.

About

Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, www.AllThingsBrand.com and www.DannielleBlumenthal.com, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.