Blue Quote by James Surowiecki
“Nike used to be known as Blue Ribbon Sports. What's now Sara Lee used to be Consolidated Foods. And Exxon was once Standard Oil Company of New Jersey. These were name changes that worked. But for all the ones that do, there are 10 or 20 that don't.”
About This Quote
Source Article: “The Power of Naming” (Harvard Business Review, 2015)
Companies often rebrand successfully, yet many name changes fail, highlighting the risk of altering identity.
In simple terms: Rebranding can succeed or fail.
Key Takeaway
Consider impact before renaming.
Themes
branding
identity
risk
Mood
cautious
analytical
Type
business
strategic
When to use this quote
- product launch
- corporate merger
- marketing campaign
Key Concepts
consumer perception
market strategy
Questions to Reflect On
- Is the new name aligned with core values?
- How will stakeholders react?
A Different Perspective
A new name may alienate loyal customers.
