Consignia plays the re‐branding name game – and loses

Abstract

So, you have decided upon a new direction for your organization. You have a new strategy, a new mindset and a new bunch of executives ready and raring to go. What do you need to ensure success? Simple – a new name! It appears that, for many organizations today, the quickest and easiest way to transform yourself is to re‐brand. When Guinness merged with Grand Metropolitan it became Diageo, Bell Atlantic is now Verizon and Arthur Andersen is Accenture, to name but a few recent examples.

Citation

(2002), "Consignia plays the re‐branding name game – and loses", Strategic Direction, Vol. 18 No. 10, pp. 28-31. https://doi.org/10.1108/02580540210794049