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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