When a legacy brand like NPD changes its name to Circana, you’ve got to ask… why? It’s pretty, sure. But does it say anything? What is a Circana, anyway?
Does This Change Suck?
Check out this tellthetruths video where I unpack why name changes need a stronger case than just sounding sleek.
This video originally appeared in LinkedIn.
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TRANSCRIPT:
Hey guys, it’s Rebeca with BrandTrue, and I want to talk about a name change. So does this name suck, I usually say, does this change suck? The global insights firm NPD, which stands for National Panel Data, it’s super old, it’s a legacy brand, they’ve changed their name to Circana. And, I mean, what the hell does Circana mean? It could be a variety of orchid, it could be a startup, it could be one of the moons of Jupiter.
Like, it has no transparency, no connection to what it is they do. And my rule for changing names is that… don’t fix what ain’t broke If you have some kind of crisis, or miscommunication, or something like that, then by all means, a name change can be very powerful. But given the potential for losing, for squandering brand equity, you’ve got to have a better reason than, a namer wanted to add a “C” and an “A” to make it sound pretty. Not a fan, obviously. Let me know what you think. Thanks. Bye!
