December 27, 2006
The Skinny on a Company Name Change
In the U.S. alone, there are over 1,000 company name changes per year. One caught my eye today.
Creative Enterprises International is changing its name to Skinny Nutritional Corporation. This name change represents three examples of rationale for a company name change.
- First, in effect, a product name, Skinny Water, has become the company name.
- Second, the company name is descriptive and I happen to think it's a good example of a descriptive name. It's cute and light-hearted, while effective.
- Third, the company clarifies to the investment community that its current and upcoming products compete in the weight loss management market.
And who wouldn't benefit from being a little skinnier, especially during this over-indulgent holiday season?
It's also interesting to note that Skinny Nutritional Corporation also possesses the exclusive right to bottle, distribute, and license the trademarks for "Skinny Products," including "Skinny Water," "Skinny Juice," "Skinny Shake," and "Skinny Tea." The latter of which reminds me of Enviga, another similar product.
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