- We have a new business
- We have a new product
- We’re going public
- We need to raise venture capital
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- Our name no longer fits our business
- Our name has negative connotations
- Our name is misleading customers
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- We want to reposition the company
- We need to communicate more clearly who we are
- We’re going global
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- We look "dated"
- We have 80 divisions and an inconsistent nomenclature program
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- We don’t present a consistent face to customers
- We need a new brand architecture to deal with acquisitions
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- We want to build on the brand equity of the merging companies
- How do we fold our acquisition into our brand?
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