Re-branding is risky. Get it right, and you can invigorate your image. But get it wrong, and you could be a laughing stock. TOM CANE investigates the pitfalls.
In June, Lawrence Graham celebrated its move to shiny new offices on London’s South Bank. The party was impressive: a barbecue, bar and Ben & Jerry’s ice cream. The firm even picked up Chambers researchers in stretch limousines. But despite the impressive showing, one researcher admitted, “throughout the whole event, I just kept thinking of television sets.”
Why? A few days previously, the firm had announced its new name: LG. It was short, snappy, modern. Unfortunately, it was also the name of a well-known South Korean electronics conglomerate: LG. “Life’s Good: with LG, get all the smiles you want.” They make TV sets, mobile phones, and a host of other consumer electronics. Type LG into Google and they’re top of the list. Next on the list is LG United Kingdom who make ‘Steam Direct Washing Machines’. You can scroll down page after page but the erstwhile Lawrence Graham is nowhere to be found.
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