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When to Change Your Name Because of Current Events

Jed Rendleman
March 9, 2016
The gammadion cross is an ancient religious symbol that Hindus and Buddhists have considered sacred and auspicious since the second century B.C. A plus sign with its four legs bent at 90 degrees, the cross is known better by a different name--the...
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By |March 9th, 2016|In-the-News|Comments Off on When to Change Your Name Because of Current Events
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A New ‘New Kind of Family:’ The Freeform Name Review

Jed Rendleman
October 7, 2015
In the wake of a long bout of family brand therapy, they just decided to abandon the family. Yes, after 3,000 name candidates and 1,200 focus group testers, ABC Family has arrived at its new name – Freeform. ABC Family...
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By |October 7th, 2015|Name Reviews|Comments Off on A New ‘New Kind of Family:’ The Freeform Name Review
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That Was Zen, This Is Now: The Gusto Name Review

Jed Rendleman
September 25, 2015
Get off your meditation cushion because Zen is out. Well, a small piece of it anyway. Last week, payroll startup ZenPayroll changed its name to Gusto as it plans to move beyond payroll, into benefits such as health insurance and...
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By |September 25th, 2015|Name Reviews|1 Comment
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The Tech Is INSIDE the Computer: The Logi Name Review

Jed Rendleman
July 16, 2015
“More and more technology needs to be invisible,” says Alastair Curtis, chief design officer of Logitech, “with that recognition, technology is becoming knitted into the everyday fabric of our lives, and it just felt natural to actually mirror that with...
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By |July 16th, 2015|Name Reviews|Comments Off on The Tech Is INSIDE the Computer: The Logi Name Review
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Purely Caitlyn: Reflections on Caitlyn Jenner’s New Name

Jed Rendleman
June 2, 2015
Courtesy of Vanity Fair Hats off to Caitlyn Jenner. Her courage to share her transition with the public marks an important step towards equality for trans individuals everywhere. Cailtyn’s cover shot on Vanity Fair shows us that trans is beautiful,...
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By |June 2nd, 2015|In-the-News|Comments Off on Purely Caitlyn: Reflections on Caitlyn Jenner’s New Name
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Refusing to Leave Pa’s Shack: Why a Name Change Might Have Saved RadioShack

Jed Rendleman
March 12, 2015
Last month, after almost 3 years of hemorrhaging money, RadioShack filed for Chapter 11 bankruptcy. Facing growing irrelevancy in the electronics scene, RadioShack spent the last two decades desperately trying to rebrand itself. They started calling themselves The Shack, rearranged...
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By |March 12th, 2015|Catchword|Comments Off on Refusing to Leave Pa’s Shack: Why a Name Change Might Have Saved RadioShack
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Rebrand Recoil: Name Review of the Kalashnikov Concern

Alex Kelley
December 8, 2014
Perhaps the world’s most ambitious, harebrained, unthinkable, just-so-crazy-it-might-explode rebrand ever is occurring right now in Russia. The Avtomat Kalashnikova in its various forms, most notably the AK-47, will soon be known as the Kalashnikov Concern. That’s right—the Kalashnikov Company would...
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By |December 8th, 2014|Name Reviews|Comments Off on Rebrand Recoil: Name Review of the Kalashnikov Concern
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Pooh-Pooh to PPR: The Kering Company Name Review

Beth Gerber
April 25, 2013
Quick: What do Gucci, Yves St. Laurent, Balenciaga, Puma and Bottega Venetta have in common? If you’ve been following the marketing news, you’ll know that they’re all subsidiaries of the French holding company formerly known as PPR (an initialism for...
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By |April 25th, 2013|Name Reviews|Comments Off on Pooh-Pooh to PPR: The Kering Company Name Review
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America’s Malls: Naming Is a Life Preserver, Not a Rescue Boat

Mark Skoultchi
June 16, 2011
“I call this shade American Dream” Well then, what to make of this mess in New Jersey? Once upon a time there was a mall called Xanadu. Now, the dictionary says that Xanadu is a “…place of great beauty, luxury...
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By |June 16th, 2011|Fun Stuff|Comments Off on America’s Malls: Naming Is a Life Preserver, Not a Rescue Boat
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Renaming KFC’s Double Down

Mark Skoultchi
April 14, 2010
We couldn't help ourselves: The KFC Double Down was just such a wacky sandwich and product name that we had to try our hand at renaming it. What would you have named the Double Down? Here are a bunch of...
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By |April 14th, 2010|Brand Naming, Fun Stuff, Product Naming|2 Comments
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