When Rebranding Goes Wrong

Ad Age released its list of “11 Worst Name Changes of 2018,” many of which were attempts to correct an original name that was poorly conceived. Other companies jumped on the “shorter is better” bandwagon, proving once again that character count...

Renaming Helps Open the Door to Success

In 2013, entrepreneur Jamie Siminoff  pitched his idea for a smart doorbell to Shark Tank as the “DoorBot.” The one shark who showed any interest made a low-ball offer that Siminoff rejected. Today, Amazon announced that it had purchased the company —...