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March 23, 2007

2000+ Corporate Name Changes in 2006: All In A Day’s Work For a Naming Company

Alphabet SoupStrategic Name Development has been researching every single company name change through 2006. There were well over 2000 company name changes in 2006.

You will be able to read more about our analysis in the press very soon, but right now I am reflecting on how a project like this underscores why we became naming consultants.

A name change for a company can signify many things, but in every instance it involves an emotional upheaval for all concerned at the companies.

Companies change their names for many reasons. Often it is because there has been a merger, other times a company simply has transformed into something different than it was. Sometimes a company has so radically changed that it is striking off in a new direction, and yet other times a company’s management simply doesn’t like its old name and wants to refresh its image — companies, unlike people, can choose to do this every few years.

And behind every name is a story of aspiration for the future and sometimes an erasure of the past. The stories are achingly human at times. And sometimes, they are just smart.

Very often, a change of corporate naming occurs because the new name suits what the company is or hopes to be. Yesterday, for instance, Sehda, Inc., a developer of two-way speech translation systems, changed its name to Fluential, Inc. ( think “influential” + “fluency”).

The reason was to better reflect its core mission, which is enabling people who speak different languages to communicate. In addition, the name reflects the customer benefit of becoming fluent in a foreign language without learning it.

More to follow...

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Posted by William Lozito at March 23, 2007 2:44 PM
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1 Comment

The recent examples of Apple Computer changing its name to Apple Inc. is a good example of a name change to more accurately communicate the nature of the company's business, which for Apple, is no longer just selling computers.

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