What's in a name?
The uptick in M&A activity that came in the wake of the financial crisis has inevitably led to a fair amount of musical chairs at network level. Disputes over name use (and abuse), especially in circumstances where a member firm has either been expelled from the network or has given notice of termination (perhaps to join a rival network) are often the subject of disputes.
When these arise, the networks' constitutional documentation (bye-laws, trademark licences, name use agreements and the like) are stressed tested. Many are found to be wanting, especially in circumstances where they are the product of historical circumstances (perhaps being unduly biased in favour of the rights of founder members) rather than produced in a balanced way to serve the needs of the network as a whole and capable of withstanding the loss of individual members, however large.
- Are emotional
- Stick in the brain
- Have personalities
- Have depth
While the brand name is very important, a brand cannot survive on name alone
The brand name and how the brand is executed are equally vital for a successful and sustained brand life. A great brand name can serve as the anchor to your cause, a symbol to your story, a point of difference in your marketplace, a memory trigger, or just one important part of your branding arsenal. Go get you a great one!