Is it right for the CEO or MD to change the company name or logo?
Well, I believe that it all depends. MDs and CEOs come from all sorts of backgrounds, maybe finance, maybe a technical specialist in a product or service of your organisation. If the company or organisation head is from a marketing background, then the chances are that they would have suggested a name or logo change based on sound marketing research – in which case – no problem! But what if the figurehead is not from a marketing background – could that light bulb moment of wanting a new logo or company name have come from somewhere different? Something more emotional – a wish or desire rather than a calculated move forward? Back in the 1980’s I worked for a computer business and its name very much told the story of what the company did – a bit like Ronseal does now. It worked for us and this was a very profitable company. Then the MD saw a new logo which was actually from another organisation who had just ceased trading – but the MD thought – “what a great company name an...