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How to successfully navigate a name change

This story appears in the March 2004 issue of Entrepreneur. Subscribe »

Q: We are an audio/video reproduction service, and our name reflects soon-to-be-outdated -cassettes. Is there a way to market our company using a new name and have people realize it's still the same firm?

A: With technology changing so quickly, naming your requires care. Your company name should reflect what you do, but if circumstances , you risk being perceived as prehistoric. Here's my suggestion: Replace "cassettes" with something more encompassing, such as "media" or "communications."

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