Salon – A Gunmaker by Any Other Name: Why Smith & Wesson Wants to Change its Name to American Outdoor Brands

Phil Davis

Branding & Naming Expert President of Tungsten Branding

(Excerpts) As part of an effort to change the way consumers perceive the company, the company has proposed a name change that would turn Smith & Wesson into American Outdoor Brands — a matter that shareholders are widely expected to approve.

Phillip Davis, president of Tungsten Branding, a name development and rebranding firm, said the name American Outdoor Brands is a savvy pick because helps to reposition Smith & Wesson in the minds of consumers and also invokes a patriotic sentiment — that to be against Smith & Wesson’s gun business is to be against America itself.

“It’s always a good idea to reposition your brand to be more palatable and congruent with not only your values as a company but also the values that are more readily acceptable to the public in general,” Davis told Salon. “By putting the name ‘American’ in front of ‘Outdoor Brands’ the company is trying to reaffirming that it represents American values. Strategically, it’s a great name.”

Read Full Article –>

8 Mistakes to Avoid When Naming Your Business

8 Mistakes to Avoid When Naming Your Business

When choosing a name for your new company, keep these tips in mind to help you find one that will work now–and in the future. Naming a business is a lot like laying the cornerstone of a building. Once it’s in place, the entire foundation and structure is aligned to that original stone. If it’s…

Read More 

Looking to name your company?

Drop us a line for process & pricing.  (828) 877-2699