Branding & Naming Expert President of Tungsten Branding
(Excerpts) In the wake of widespread sexual harassment allegations against Harvey Weinstein, the company that bears his sullied name is reportedly considering a rebrand.
A rebrand and new name are unlikely to make anyone forget the horrifying accounts of Weinstein’s treatment of women. But a new name could signal a new era — one that would likely need to come with a plan for how those kinds of behaviors didn’t happen again.
“Good branding can’t cover up bad behavior,” says Phil Davis, president of Tungsten Branding.
Tungsten’s Davis says his company urges clients to brand based on attributes versus personalities, leaving room for growth or a potential future pivot.
“If the negative associations are grievous enough, no amount of rebranding can wipe the slate clean, but a name that speaks to the company’s core roots and mission would serve better than a sullied surname,” Davis says. “Perhaps even a forward looking name like Silver Linings could foreshadow a valuable lesson learned through this difficult chapter in the company’s long-running playbook.”
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