How to successfully navigate a name change
Magazine Contributor
2 min read

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Q: We are an audio/video reproduction service, and our name reflects soon-to-be-outdated -cassettes.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."

One way to reinforce your core business is to announce your name change through a direct-mail and e-mail campaign that explains your newly evolved service. Send out a CD-ROM business card featuring case studies of clients you've worked with. Send two in each package-one for your customer or prospect, and one for them to send out to someone who might need your services. Remember to add links to your CD-ROM regarding additional services or specials you might offer.

Thank loyal customers by offering to give them two CDs or DVDs for the price of one if they order by a certain date. This new technology is the you sell-but it also shows customers and prospects how it can be used to market their own products or services. And consider inviting current customers to a special event that celebrates your new identity and service line.

Nancy Michaels is president of, a marketing consulting company. Reach her at


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