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When advisory firms change their names, it can be a headache — especially for partners who believe they have earned their appellation on the letterhead. But sometimes it’s worth the hassle to bring greater distinction and recognition in the marketplace, not to mention easier pronunciation. If your firm is considering a name change, the consulting and branding agency Ingenuity Marketing Group of St. Paul, Minnesota, recommends you avoid these top pitfalls.
1. Alphabet Soup
In the interests of satisfying every existing (or former) partner, some firms decide to use a combination of initials as the new name. But these acronyms are often more difficult to remember and harder to find in organic searches.