Filtered dossier

brand equity

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  • No visual on file
    Naming & Sound Entry #0564

    The reason renaming rarely changes perception alone

    A name is a pointer to accumulated experience. Change the pointer and the experience stays where it was, waiting to be reattached within weeks.

    Adept
    The hidden part #0564

    A rename does not move the associations. It gives them a short interval in which to find the new label.

    Open file
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    Naming & Sound Entry #0575

    Why a company keeps a name it has outgrown

    Recognition is an asset built over years and destroyed in a day. Accuracy is worth less than being the name people already type.

    Adept
    The hidden part #0575

    The name is inaccurate and known. Accuracy accrues in small increments; recognition is destroyed in one announcement.

    Open file
  • No visual on file
    Brand Language Entry #0493

    The reason a rebrand starts with a new noun

    Associations are attached to words, so a new word arrives without them. Changing the noun is the cheapest available way to detach a history from an organisation.

    Novice
    The hidden part #0493

    A record is retrieved by its key. Retiring a name does not delete the history, it just removes the key most people were using.

    Open file