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How to deal with a situation when client can't let go old brand name?

June 27, 2020 at 12:06pm

How to deal with a situation when client can't let go old brand name?

June 27, 2020 at 12:06pm
So, I am working on this interesting project. it's pretty much a business transformation project. New branding, new website, new website features to deal with clients online, new marketing strategy, new business tools. A lot of stuff. The business name change wasn't part of the deal initially, but along the way, while my team and I were researching and brainstorming we felt like the original business name isn't really on brand or anything really. It's just a selection of keywords. It's a good name in terms of SEO, but cuz it comprised of generic words it doesn't have any character to it or personality.
We proposed a couple of options, they picked one initially but then they backtracked - stating that the new name doesn't hold any meaning for them. The original one has these keywords that are meaningful to them. That name is 'Beauty & Skin'. The owners care about the classic beauty and health of their clients. Health in this case is skin health.
It's not a bad name and I am just afraid that I didn't present the new name properly to them. I am also unsure if I am being objective enough, hence I am putting this out. I need to talk about this to someone with experience and hear ideas to reconnect with the issue and come out with the best solution for my client.
Any ideas, thoughts, experience to share?
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