Dusting Off The Taurus

Forbes, February 6, 2007 — Ford Motor is about to dust off the once-proud Taurus nameplate and put it on the slow-selling Five Hundred sedan, proving that a change at the top doesn’t necessarily lead to clearer thinking.

Crayola Brightens a Brand

Binney & Smith has always been known as the maker of the country's favorite crayon. Now they're letting their most popular name do the talking for them

BusinessWeek, January 26, 2007 — Standing outside Binney & Smith's Easton (Penn.) headquarters on Jan. 18, chief executive Mark Schwab stood beside a duo dressed in blue and red crayon costumes and—"ta-da!"—slipped a cloth off of the corporation's new sign. Gone was the rather staid name that the company, now a subsidiary of Hallmark, has used for 104 years. In its place was a sign that read "Crayola."

What's in a Name? For Apple, a Focus on the Digital Living Room

Knowledge@Wharton, January 24, 2007 — Apple's name change from Apple Computer to Apple on January 9 highlights the company's new reality: CEO Steve Jobs' strategy today revolves around converged consumer devices much more than around personal computers.

Just ‘Citi’ as the Brand, and a Folded Umbrella

New York Times, January 15, 2007 — Citigroup, the global banking giant, is shrinking — but only its name. Executives are prepared to rebrand the company "Citi" and to fold up its familiar red umbrella and instead use a logo with a stylized arc above the name.

From Hongda to Wumart, Brand Names In China Have Familiar, if Off-Key, Ring†

Wall Street Journal, October 19, 2006 — When executives at Shanghai Automotive Industry Corp. failed in their bid to buy the celebrated Rover brand name for a line of cars they are rolling out this month, they quickly switched to Plan B: Call the new autos Roewe, instead.

Brand Migration -What's in a name?

Marketing Week, May 25, 2006 — Several brand migrations are planned for this year, but rechristening a product is a complicated and expensive process that goes far beyond a simple name change - owners must avoid the many pitfalls and ensure that the brand really does benefit from the migration.

Note to Telecoms: Rebrand or Die

BusinessWeek, March 9, 2006 — A discussion of the merger of AT&T and BellSouth and how the entire industry needs to rethink its strategies

new names for old companies

Business 2.0, November 1, 2005 — When, why, and how to change a company's most valuable asset.

Brands Bearing Name "Tsunami" Ponder Change†

Wall Street Journal, January 18, 2005 —