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

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.”

Phil Davis

With over twenty-five years of company naming and branding expertise, Tungsten founder Phil Davis is a marketing and advertising veteran, having personally named over 250 companies, products and services worldwide. As a sought-after naming expert, Phil has been quoted in The Wall Street Journal, Inc.com, Businessweek, Entrepreneur, and Newsday.