Adjusting sail midstream is easier said than done. But, when the situation become inevitable, the sail must be adjusted to be able to sail further. Renaming, actually, is rebranding. It's often a case when sales starts going south, and survival is at stake.

Yes, renaming always leaves an impact on brand equity and other parameters. It has to be planned and strategically defined to be able to achieve the objective. Revamp in a planned manner, test the taste,and transition seamlessly.

From creating a compelling story to triggering emotional reaction; from shift to return to roots to material impact on strategy et al, renaming requires some serious thinking.

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