Wednesday, July 20, 2016

How (Not) to Name a Company in the Digital Era

Got game with your name?
In the digital era, executives are discovering that there is more at stake in selecting the right name for a company, product or service than in the pre-Internet era, but the path to follow is often laden with new rules that can make the task at hand more treacherous, say Wharton and other experts.

Earlier this year, old media stalwart Tribune Publishing Co., owner of the venerable Los Angeles Times and the Chicago Tribune, stumbled badly when it renamed itself “tronc,” a short version of Tribune online content. The name change was supposed to represent the company’s shift to the high-growth online content business. But it attracted instant derision instead, with The Washington Post opining that “Tribune lost its mind.”

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