Many brands are reluctant to let go of their name. And I get it. A lot of history and brand equity can be thrown out. But when you’re questioning whether you should change your name, you’ve already answered it.

You could be a start-up, or branching into another category. Your competitors are too similar and it’s not worth fighting them.

Whatever the reason, it’s a big decision. And one that needs consideration. And it’s harder now than ever before. But, there’s always a way…