Strategy How to Revamp Your Marketing Strategy

What's In a Name?

Changing your brand image or catalog name is at the heart of a strategy change. It's also very risky. The results of a name change can be devastating — at least in the short term — on both your housefile and prospecting results. Customers and prospects have been conditioned to identify with the brand. When the name is changed, they might no longer recognize you. And if they do, their trust could be in question.