Brand Naming: Do You Need to Change What You Call It?

Posted by Mitch Duckler on January 16, 2019

The phrase “A rose by any other name” was coined by William Shakespeare in Act-II, Scene-II of Romeo and Juliet. Juliet says “What’s in a name? That which we call a rose, by any other name, would smell as sweet” in reference to her family, and the family name of Romeo. In essence, she says a name cannot affect what something actually is. This line is, in reality, very profound, suggesting that a name is just a label to differentiate and distinguish one thing from another.

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Topics: Brand Repositioning, Brand Name, Brand Strategy Consulting

Time for Time Inc. to Rebrand or Reposition, or Both?

Posted by Michael Million on July 20, 2017

Time Inc. could be soon known by another name. The 94-year old iconic New York City-based media giant is looking to rebrand to show its marketing and business partners how it has become a “multi-platform consumer media company.” 

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Topics: Brand Strategy, Brand Value Proposition, Brand Repositioning

Can MTV Regain Brand Relevance by Putting the ‘M’ Back in its Name?

Posted by Michael Million on March 09, 2017


Last month Viacom CEO, Bob Bakish, announced the media giant would focus its investment and growth strategy around its six core “flagship” brands: Comedy Central, MTV, BET, Nickelodeon and Nick Jr., and Paramount (which will be rebranded from Spike). Bakish remarked, “These brands offer a compelling, valuable and distinct brand promise.” Viacom’s biggest priority is to improve the ratings of MTV and Comedy Central and to overhaul MTV. According to MTV president, Chris McCarthy, "The big theme is really for MTV [to] run back into youth culture—where we really made our mark."

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Topics: Brand Awareness, Brand Growth, Brand Repositioning, Brand Image

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