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May 11, 2006

Company Naming: The Lucent-Alcatel Merger Challenge

NameThe recently announced $13.45 billion offers a fascinating challenge for people in the brand naming field.

While some writers have the new name for the merged company should be Lucatel, it is clear that whatever name they choose is likely to be contentious, not least because the merger come with a hefty attached.

A few weeks ago the folks at Marketwatch that rebranding the company might not be worth the expense.

NameI do not agree. I think a new company name is beneficial, especially since the company has to assure shareholders and customers that the merged company can be run smoothly between offices in the USA and France.

I think it will also remind everyone that the company is launching a fresh, exciting new enterprise.

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Posted by William Lozito at May 11, 2006 4:30 PM
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