Time for a new name

rebrandThe convention for choosing a business name has changed substantially over recent decades. Once, most businesses were passed down through the generations, with children growing up learning about the family business before ultimately taking over from their parents. Traditionally, these businesses signified their long heritage and family roots through their names – WH Smiths, Woolworths, Fenwicks and Selfridges, for example.

All these businesses have (or in some cases, had) strong brands and were such established names in the High Street that customers know the services they offer before they step through the front door, even though the name itself gives no hint of what they sell. Instead, they rely on their shopfronts, and their long history and presence in the psyche of the British consumer.

But times are changing.

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Posted by Jennie Ward in General, Marketing