When should you change your brand name?

I noted with interest the decision of brilliant book publisher Lost My Name to loose their own name: the company is now called Wonderbly, as announced here. Wonderbly harnesses digital technology [...]

Risks and rewards of renaming: Pernod Ricard

Guest blogger David Nichols, brandgym Managing Partner and head of invention When does internal clarity and strategic uniformity trump local differences in global branding? And when should you [...]