Why Companies Rename

According to naming experts like Laurel Sutton of Catchword, brands usually rename for three main reasons:

1. Change in business focus – when the old name no longer fits the company’s direction.
   • Google → Alphabet (to reflect a parent company with broader ambitions).
   • Weight Watchers → WW (to shift from weight-loss focus to holistic wellness).
2. Legal or trademark issues – when another party owns or challenges rights to the name.
   • Countless startups have been forced to rename after discovering conflicts during expansion.
3. Cultural pressure – when a name becomes offensive, outdated, or socially inappropriate.
   • Aunt Jemima → Pearl Milling Company (to remove racist stereotypes).
   • Uncle Ben’s → Ben’s Original.
   • Washington Redskins → Washington Football Team → Washington Commanders.

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When Culture Forces Change

Some renames are reactive, driven by public outcry.

• Aunt Jemima was rooted in racist caricatures: “Aunt” used as a term for enslaved Black women and “Jemima” evoking minstrel tropes. No amount of rebranding could save it—removal was the only option.
• Eskimo Pie became Edy’s Pie, acknowledging that the old name was offensive to Indigenous communities.

The lesson? Brands don’t live in isolation. They operate within evolving cultural contexts. What once seemed acceptable may later become toxic.

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The Risk of Doing Nothing

Sticking with an offensive or outdated name can cause:

• Reputational damage – consumers abandon brands that feel out of touch.
• Investor unease – controversy threatens long-term value.
• Employee dissatisfaction – talent doesn’t want to be associated with a brand under fire.

Renaming may be costly, but refusing to act can be worse.

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How to Rename the Right Way

1. Be Transparent

Renaming isn’t just about words—it’s about trust. Share the reasoning behind the change openly, whether it’s cultural sensitivity, global expansion, or strategic growth.

2. Research Deeply

Successful renames go beyond brainstorming. They include:

• Linguistic checks (does it mean something negative in another language?).
• Trademark clearance.
• Audience testing to ensure resonance.

Braze (formerly Appboy) ran linguistic research in 18 languages and surveyed 64,000 people before choosing its new name. That’s the level of rigor required.

3. Anchor to Your Story

A new name should feel like evolution, not erasure. Ben’s Original kept “Ben” for continuity while removing stereotypes. WW framed its rebrand as a broader wellness journey.

4. Launch With Intention

Reveal the new name in a way that builds momentum. Internal buy-in is as important as external campaigns. Launch events, storytelling, and experiential rollouts can turn a rename into a relaunch.

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Beyond Crisis: Strategic Renaming

Not all renames are defensive. Some are proactive:

• Google → Alphabet signaled a company bigger than search.
• BackRub → Google was about clarity and memorability.
• Andersen Consulting → Accenture gave independence and a global feel after legal separation.

Strategic renaming allows companies to reposition, expand, and build equity in new directions.

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Closing Thought

Renaming is hard. It’s costly, emotional, and risky. But sometimes, it’s the only way forward.

The best renames:

• Respect cultural shifts.
• Align with long-term strategy.
• Preserve continuity where possible.
• Are executed with transparency and care.

At Namudio, we believe names are assets—not afterthoughts. A rename should never feel like a reactionary patch, but a strategic move that future-proofs your brand for decades to come.