Question

Topic: Branding

A Company Name Change With Merger

Posted by Anonymous on 8/2/2007 at 4:42 PM ET 250 Points
Shortly, we will be merging with another company and with that, a name change. We will be intertwining the two names to create one. The current fear of a name change at this stage is identity. We are a sponsor of a very large conference coming up in October, and the executives feel that the attendees will have no clue who we are, yet, going into the conference and having hightened exposure as a conference, I feel going into it with two names isn't the answer either. We are ICI Solutions and en technologies, changing our name to enChoice. So to avoid identity crisis, do we say, "ICI/en technologies - an enChoice Company" or "enChoice - an ICI/en technologies Company" at this event?

We are a registered sponsor as ICI Solutions, not en technologies, however, being an IBM conference, en technologies has the IBM partner years of experience to which will significantly enhance our offerings and services as one company.

HELP???!! Thanks...
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RESPONSES

  • Posted by SteveByrneMarketing on 8/2/2007 at 5:47 PM Accepted
    enChoice Company" or "enChoice - an ICI/en technologies Company" ???

    I would start fresh and decide who you are as a corporation serving what customers and create a great NEW NAME.

    Steve
  • Posted by ilan on 8/2/2007 at 6:01 PM Accepted
    Steve is right, you have two names that when put together will create a monster, or a compromise that no one will like.
    However, going into the conference gives you a unique opportunity to announce your completely new identity.
    The crwod you don't want to confuse now before the conference, will be there and ready for you to introduce the brand new name without any confusion.
    Its an opportunity made in haven.
    Don't miss it!
    Talk to people who do naming, or talk to brand experts.
    I would even challenge you to call me.You have very short time to do it right.
  • Posted on 8/2/2007 at 6:46 PM Author
    Steve - The new name is enChoice, it has already been registered with the US Trademark office, I was just thinking that we needed to throw the other two names in there just for the conference so that people know who we are, no one knows us as enChoice. My issue as the event planner are several items affected i.e., being a sponsor in lights, and all type/printed materials/promotional items that I have already had to provide our logo for and I have communicated with management that they need to decide yes or no ASAP on announcing it at the conference because of all the logistics surrounding it prior, and I am already behind.

    ian, I feel the same way, it is a perfect oppy to announce the merger and new name - but execs need that reassurance that it will not hurt us to do so. If you have any links to solidify this, I would be welcome to them, it will help me in getting them to believe things will work out... thanks to you both.
  • Posted by Jay Hamilton-Roth on 8/3/2007 at 11:41 AM Accepted
    For the short-term, simply:

    enChoice (Formerly ICI Solutions)
    or
    enChoice (Formerly en technologies)

    depending on who your audience knows best (in the various places you market)
  • Posted on 8/3/2007 at 11:51 AM Author
    Thanks for sll of your input - I appreciate it!
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