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(EMAILWIRE.COM, February 10, 2010 ) Goshen, MA – Browse news stories about companies renaming their organization or a flagship product, and apart from the initial press releases, you’ll see that renaming often sparks controversy. It can also inspire customer and media cynicism. In the very worst instances, renaming prompts scorn, because the namers overlooked some rather obvious flaw in the new name. An affordable new naming seminar helps marketers avoid a multitude of pitfalls in renaming a product or company – or naming it for the first time (www.namedatlast.com/roses.htm ).
"Our program enables enables companies to thoroughly understand what to do and not to do when renaming," says Marcia Yudkin, Head Stork of the business naming company Named At Last. "The seminar takes business people through the step by step process of creating a new name and tag line that the target market responds t and that make the cynics back off."
Should a company actually be renaming itself or its product? Yudkin provides a few guidelines:
* Legal reasons: A cease-and-desist notice from someone with a prior claim to your name often leaves no other realistic option than to change your name, Yudkin says. "DonÂ’t panic and choose a new name that you soon have to change again," she says.
* Outmoded terminology: When thereÂ’s a word or syllable in the name that seems old-fashioned or has taken on negative connotations, do look for a replacement, Yudkin advises.
* No longer a fit: If youÂ’ve expanded beyond the geographical territory or scope of services indicated in the name, thatÂ’s another valid reason to rename, according to Yudkin.
* Time for a shakeup: "No! This is never an adequate reason to change a name," she says. "In renaming, you risk losing much of the brand equity youÂ’ve worked hard to acquire."
"Rose, Rosebuzz, Rosenoser, BloomMoon: The Art of Company Naming" takes place via teleseminar on four consecutive Wednesdays, starting April 7. Marketers who complete the homework assignments finish the class with a name and tag line suited to their company’s situation – guaranteed. The naming course has space for eight participants and costs $797.
Further information on registering for the upcoming naming seminar can be found at www.namedatlast.com/roses.htm .
Creative Ways
Marcia Yudkin
413-582-4052
pr@yudkin.com 
Source: EmailWire.com
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