Question

Topic: Taglines/Names

Examples Of Successful Name Changes

Posted by Anonymous on 6/15/2006 at 8:38 PM ET 250 Points
We are a NPO with a 43 year name history in our local community. We are considering changing the name due to our strategic changes and the branding confusion our name (three ways of stating our name) causes. In presenting to our board, we would like to be prepared with some good examples of name changes, preferably for nonprofits, that have been successful in terms of increasing donations and clients, etc. Does anyone have any success storied we can reference?
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted on 6/16/2006 at 2:23 PM Accepted
    I can't think of any non-profits either. However, I'd look into Cingular (formerly Cellular One). From what I understand, this name change was part of a rebranding effort which successfully transformed the company into one of the US top cellular service companies. Before this effort, the company had low customer retention and was rated as being one of the worst cellular service providers in the US.

    Another example is Kentucky Fried Chicken. The company strategically began referring to the brand as "KFC" and then later reintroduced the brand as "Country Fresh Chicken." This helped to combat the negative association the general public had with fried foods. This name change was done in a very subtle manner, for obvious reasons.


    Mark Gallagher
    BLACKCOFFEE
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Taglines/Names)