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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Q: We are an audio/video reproduction service, and our name reflects soon-to-be-outdated technology-cassettes.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 business requires care. Your company name should reflect what you do, but if circumstances change, 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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