Lisa Merriam

Rebranding

Breaking Up the Motorola Brand

Splitting Motorola into two companies should have been a great branding opportunity—a chance to create two distinctive, focused, world leading brand names. Unfortunately, the brains breaking up the Motorola brand missed the opportunity. Trying to spread the Motorola brand equity across two companies destroys the brand for both. Breaking up the company makes business sense: …

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Obama and the Pentagon in the Naming Business: Renaming Operation Iraqi Freedom

When we think of brand names, we most often think of companies and products—but the U.S. military is also in the business of branding. The Pentagon has just announced the are renaming “Operation Iraqi Freedom” to be known as “Operation New Dawn.” The Obama administration states the new name will take effect starting September 1st …

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Renaming Proxios: CEO Talks About the Process

Fast growing, innovative companies can sometimes outgrow their brands. The CEO of Proxios discusses the rebranding and renaming process with Merriam Associates. “Our name became constraining,” said Frank Butler, CEO of Proxios, a fast-growing company using cloud computing technology to create affordable and reliable alternatives to traditional in-house information technology and phone systems. “Our old …

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Rebranding Proxios B2B Brand

Outgrowing the Brand Proxios had its beginnings as a small technology infrastructure outsourcing company called SuperServer. The company has grown beyond its Richmond, VA roots to have a national reach and had made significant investments in cutting-edge technology. They needed a brand that would convey the true stature of the company and give it a …

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AIG Name Change to AIU

AIG is trying to outrun its old reputation by adopting a new brand. Will it work? Most people aren’t buying it. The entity, formerly known as AIG, is firmly attached to its reputation of irresponsible financial stewardship and credit default swap schemes that played a major role in the global financial collapse of 2008. The …

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