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Name-Dropper

How to successfully navigate a name change

By Nancy Michaels

Opinions expressed by Entrepreneur contributors are their own.

Q: We are an audio/videoreproduction service, and our name reflects soon-to-be-outdatedtechnology-cassettes. Is there a way to market our companyusing a new name and have people realize it's still the samefirm?

A: With technology changing soquickly, naming your business requires care. Your company nameshould reflect what you do, but if circumstances change, you riskbeing perceived as prehistoric. Here's my suggestion: Replace"cassettes" with something more encompassing, such as"media" or "communications."

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