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renaming

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    Naming & Sound Entry #0557

    Why acronyms lose meaning and gain durability

    Nobody can expand the three letters, and several of the words they once stood for name a business the firm no longer conducts.

    Novice
    The hidden part #0557

    An opaque name cannot go out of date, because it never said anything a business could outgrow.

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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