The Washington Post – Retail’s newest bad word: Walmart drops ‘stores’ from its formal name

Phil Davis

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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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…

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