Keep Your Good Name

November 14, 2007

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In 1990, Penn State University joined the Big Ten, giving the conference 11 members. Why didn’t the conference change its name? Besides the fact that “Big Eleven” doesn’t exactly roll off the tongue, the Big Ten is one of the strongest brands in all of sports. To change it would have meant throwing away tremendous brand equity built over many generations of sports fans.

The decision to change your name should not be made lightly. If your company has been around long enough to build a brand that people know and trust, and you’re thinking about changing the name for some reason—think twice. Maintaining that trust with your customers should take precedence.

This week's tip contributed by Christopher Thiede, president of BUILD Communications, a branding/marketing communications firm that specializes in serving the residential building and remodeling products category.
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Contact Christopher at, or 414/755-2519.