“The first challenge in the naming process was coming to the realization that we needed to change our name. Even though we knew our name was flawed, we spent a lot of time, money, and energy building our brand over the years. And all things considered, I think we did a pretty good job. Weâ??re no Nike or Yahoo!, but in our industry, people know who we are. Starting from scratch seemed like a daunting move. But then one of my business mentors said something I will never forget. He said, ‘Pat, it’s never too late to change a bad name.’ He’s right. As soon as I heard him say that, I never looked back.”
Great advice. I’ve been through the name change process (both companies as well as products) several times across a few different companies. This is always a challenging process, but it appears Pat and company have nailed it. I love the change to Mailtrust as it much better indicates what the company is all about.