Sometimes you need to “re-brand” a product or company.
We had a client whose business had so evolved that the company name no longer described what they did. It was inhibiting sales because people would go “Oh, they’re just a ______” and they’d never even get a chance to prove they could do the job.
Branding is majorly about consistency.
So any rebranding needs to be carefully done.
Most of the time re-branding is a mistake and destructive.
Recently five top consumer brands re-branded themselves in an effort to deal with dropping sales. One of the five cost the company 20% of their sales before they went back to their old packaging.