Know-How Exchange : Taglines/Names

Is there a problem with the old name that you're trying to avoid, or is this just to "modernize" and "update" the image?

Either way, we probably ought to know the old name and why the name change is now front-and-center.

Sorry
Refuse as senior branding professional to destroy any name with such a centennial legacy and traditions.

Buy him a book of Arie de Geus, Shell reseach director studying centennial and trecentennial organisations values.
https://www.ariedegeus.com/

Like Phil, I recoil from the idea of turning your back on 100 years of history, but as Michael says, we do need to know more about the organisation and its current name.

Sometimes names become irrelevant due to shifts in popular language. In Australia the Spastic Society changed to Scope because the term spastic was insulting, derogatory and politically incorrect.

Similarly, a "Foundling Asylum" became a home for orphans and then changed again to reflect the name of the street where its building stood.

So sometimes names do have to change.

But only if there is a good enough reason.

What's your EO's reason?

I've seen this happen for non-profits who are changing who they serve in order to stay in business. On the positive side, it allowed them the opportunity for PR to spread not just their new name, but also their new focus. On the negative side, it produced a lot of sadness for people who were deeply connected to both the old name and the old focus.

If you can share your current name, and the names you've rejected perhaps we can help provide alternate suggestions.