The New Positioning: The Latest on the World's #1 Business Strategy

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Getting Around

a Bad Name

T

here are times when, for a myriad of reasons, you’re stuck

with a bad name. (Maybe you received the U.S. distribu-

tion rights to a top foreign brand like Mukk Yogurt or Pocari

Sweat soft drink.)

Or maybe you have a good corporate name that’s bad for a

new business. (Like “Xerox Computers.”)

These are the most prevalent and difficult problems to

resolve. Few companies ever see their name as being bad. And

rarely do you find anyone with the courage to tell the chair-

man otherwise.

But if you can manage to defuse the internal problem,

there are ways to get around a bad name.

Replacement

Option One is to summon some courage, march ...