Article by Sylvie Saunders, Head of Words Pearlfisher

From energy brands to home furnishings, the pros and cons of renaming is something of a hot topic in the brand industry. With a recent influx of self-explanatory, simple naming, we could start seeing a backlash if brand stretch isn’t considered and built into the name from the start. A great name needs to have the courage of its convictions and if brands aren’t buying into their own monikers, what hope for consumer buy in?