Smooth Sailing: Is it possible to rebrand and rename painlessly?

Published March 11, 2013
Categories: Best Names | Brand Naming | Company Names | Competitive Names | merger naming | Naming Strategy | Naming Tips


roughseas-300x199Many companies underestimate the time required to integrate brands from a merger. The United and Continental airlines deal is a good example. Close to three years after the merger that was announced in May 2010, WSJ, United has only recently finished rebranding its former “Continental” airplanes as “United”, and is still working to completely combine separate airline miles rewards programs. Is there a way to handle corporate reorganization, rebranding, and renaming in a more streamlined way?

Pharmacy-benefit manager Catamaran Corp. is case in point. The acquisition by SXC Health Solutions of rival Catalyst Health Solutions last July (2012) had the potential for brand confusion and internal in-fighting. However, revenues have continued to surge. So what’s the secret of the fastest-growing company as ranked by Fortune in 2011?

CEO Mark Thierer, who actually chose the name “Catamaran,” admits that “keeping staffers clear about strategy amid acquisitions and change is a persistent worry,” February 2012, WSJ. He also comments that Catamaran Corp. has acquired six companies since 2008, and that the hardest part of managing rapid growth is making sure that each employee has an exact idea of how their role fits into growing the business. This includes making sure they understand the brand strategy and name identity.

Thierer, who liked the name “Catamaran” because it conjures the idea of a “swift, light craft,” also commented that when he was working at SXC, it was a small software company with huge potential. By cultivating organic growth and emphasizing a new brand, the company was able to take a customized and tailorable product to market in a sea of very static offerings.

“Catamaran” clearly personified several of the value propositions Thierer anecdotally described – speed to market, steering it to where you want to go, being effective, and allowing customers to be in control. This is the hallmark of a great brand name: the ability to leverage the strengths of a product or service and help communicate them to clients in a resounding, memorable, and unique way.

So, when approaching rough or turbulent waters in the face of M&A activities, corporate restructuring or a significant change in brand strategy, identify the pillars in the core competencies of your product or service, and make sure your name and messaging reflect them. A strong brand name with a clearly articulated message will guide you to smoother seas.




Reader Feedback

I have been surfing online more than 3 hours today, yet I never found any interesting articles like yours. In my opinion, if all webmasters and bloggers made good content as you did, the web will be much more useful than ever before.

Comment by klicka on March 12, 2013 at 6:40 am


Thank you for the auspicious writeup.

Comment by Nauru on March 13, 2013 at 6:32 am


I really appreciate your content. The post really peaks my interest. I am going to bookmark your webpage and keep checking for new details.

Comment by DeeftVobe on March 23, 2013 at 3:14 am


I was very pleased to come across this web-site.I wanted to thank you for your time for this marvelous read!! I absolutely enjoying every single small bit of it and I have you bookmarked to check out new stuff you blog post.

Comment by sholounny on March 25, 2013 at 4:39 pm


This is the right weblog for everyone who wants to find out about this topic. Good stuff, just awesome!

Comment by Poonalauple on March 25, 2013 at 9:01 pm


I was very pleased to discover this web-site.I wanted to thank you for your time for this terrific read!! I certainly enjoyed just about every small bit of it and I have you bookmarked to take a look at new stuff you weblog post.

Comment by SuetlePuffekS on March 26, 2013 at 9:36 pm


This internet web page is certainly a walk-through for all the info you wanted about this and didn’t know who to ask. Glimpse here, and you will surely discover it.

Comment by sholounny on March 27, 2013 at 4:59 am


It’s tough to get knowledgeable individuals on this topic, but you sound like you know what you are talking about! Thanks

Comment by SuetlePuffekS on March 27, 2013 at 9:24 am



Add your thoughts

Site Map

Site Search



Testimonials

THORN Americas

I received your presentation booklet for our new car concept—I looked through it and want to compliment you on an outstanding job. The names you have developed will be terrific starting points for us as we move our project forward. We will not hesitate to use your firm again. Mike Suchstand – Vice President, Strategic … read more


Major Global Tire Company

I want to thank you very much for your team’s effort on this project. You all worked very quickly and gave us excellent direction. I am sure many hours were spent in developing the many name lists you presented us. Your added value enabled us to move forward with a name consumers preferred over the … read more


Merck

We have filed six trademarks to date which were created by The NameStormers. As is, six global trademarks in one year is unprecedented for any agency we have contacted. On several projects, you triumphed where other agencies had failed us. The process is simple, fast and yields wonderful results. Tracey K. Higgins – Director, Trademark … read more


Intuitive Edge

I wanted to thank you and the NameStorming team for your great effort in helping me find a name for the company and our first product…starting a new business is quite a sizeable undertaking so knowing a competent team was tending to the name issues was a relief. We love the (company) name. We are … read more


Dow Chemical

The naming industry landscape is littered with agencies that make the process seem onerous and intimidating. They tout their unique proprietary processes, advanced research and ideation tools, etc. And then they tell you it’s going to take months and months. Ugh. With Mike and NameStormers, you get a team focused on results. Their approach is … read more


Design North

I have hired Mike to do naming projects for several of our clients. Naming can be a difficult area for many companies and Mike does a great job walking people through the process and making them feel comfortable. One of his strengths is his ability to ask the right questions to really understand the problem … read more


Centex Home Equity

Mike, Thanks for the quick turn around time. I appreciate all you have done to help us with name, logo and tagline. Some great work! Rob Greenbaum – Senior Vice President – Marketing – Nationstar, formerly Centex Home Equity


Puget Sound

Thank you for your excellent work, great customer service, and fast turnaround. I’d be happy to provide references for you. We decided on Alliant as a good tie to the corporate name: Virginia Mason-Group Health Alliance, Inc. And we’ve got two Alliant Health Plans, Plus which is a point of service plan, and Select for … read more


Stone Trust

We have rarely encountered the level of service and professionalism we received with you. You made us feel that we were important, and you did everything you said you would do when you said you would do it. And frankly, after such a positive experience with you, I can’t help but notice how the service … read more


ETS

Thanks so much for all your expert advice and professional project management throughout this endeavor. This has been one of the most satisfying engagements with a vendor that I have experienced over the years, which speaks to the high quality and thoughtful output of your efforts. I especially appreciated your flexibility and patience as the … read more


Download Pricing Guide