Branding & Naming Expert President of Tungsten Branding
“This is a company looking to communicate a sense of ubiquity,” said Phillip Davis, president of Tungsten Branding, a North Carolina firm that provides company naming services. “Walmart is saying it’s no longer going to be defined by bricks-and-mortar.”‘
The name change, Davis said, is a logical next step for a company that is working to rapidly update its image. He likened the move to a similar instance from a decade ago, when Apple Computers shortened its name to Apple.
“As a company grows, sometimes you need to rethink your approach,” Davis said. “Where you get into trouble is with product-identified names: Comp USA, Books-A-Million, Linens ‘n Things, RadioShack.”
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