Know-How Exchange : Branding

Hi Naomi-

I think you need to hold onto the newsletter name somehow, if that is where all of your brand recongnition is placed. Even a "formerly know as ..." would be helpful for people to make the transition. They will need something to latch on to for a period of time to make the transition easy.

In more recent times, look at the merger of AT&T wireless with Cingular. Granted, these are two large companies, but even then they had a transition period where they were calling it AT&T Cingular. They did that for about a year and now they are just Cingular. But if you notice, they are still using the cell bar symbol (brand) that AT&T spent a couple of years building. So anyone remembering the cell bar campaign will still equate that to AT&T.

Work the old name in with the new name for a period of time. That will ease the transition and then after a period of 6 months to a year, you can drop the old name.

Just my 2 cents!

Jeff

Naomi-

What if you keep both? If it is all on-line, why not keep the name of the newsletter and have that as a web address. When they type in newslettername.com it is redirected to companyname.com where you can then direct them to the fact the name is changing. I don't know, does that make sense?

For example (this is a product, but the concept is similar), Apple computer has done an awesome job marketing the Ipod. Are there people out there that don't know Apple makes the Ipod? Probably. So what happens when you type in www.ipod.com? It takes you to the Apple site and drops you directly into the Ipod section of the site. The same thing happens when you type in www.itunes.com. Maybe this concept will work for you.

Obviously Apple has a strong brand name, but let's hope your company will one day too! If you keep the company name, then you will have the ability in the future to open up additional products. If you change the name to the current product/service, then you are kind of stuck. The key to this whole thing is to build a company brand and product brand that will make your customers think of the other one when they think of one. I.E. Newsletter name = Company Name and Company Name = Newsletter name

I don't know if this helps, but I don't think there is an absolute cut and dry answer on this one.

Jeff

It sounds like the problem is that you're discontinuing the brand that has the greatest recognition of all. I guess I would question the wisdom of that decision first.

If the decision has really been made, though, I think a dual branding approach for a limited time (a year or two?) probably makes most sense. You simply transition from newsletter name to company name over a period of time.

I like the idea of having two different domain names that point to the same content. That's a great short-term solution. You might even want a different welcoming page for each, though with all the same links and an explanation of the change that's appropriate for each specific audience. That lets you acknowledge the issue with everyone, retain some of the benefits of oldname while people get used to newname/companyname.

Good luck. This is an interesting dilemma and one without direct and immediate precedent.

I would echo Kates comments in why would you "phase out" your best known publication ? assume:

1. There is a huge market for it
2. It has potential to make money

Then why get rid of it????

That said, I'm sure you have looked into it and have good business justification!

So, down to basics. Without knowing the name, its difficult to understand how the newsletter name can be used to go forward, but I would guess that there is no reason why not.

If it really does have the brand loyalty and awareness that you suggest then the newsletter brand can easily be used.

Your company name would obviously have to take a background role, but there is nothing new in this, with MANY famous brands known, but their owners not so well known!

Good Luck :-)