“A rose by any other name would smell as sweet”. It’s a very famous line from Shakespeare’s Romeo & Juliet, and it basically means: It doesn’t matter what a thing is called; it doesn’t change what it is.
I was reminded of that line earlier this week when it was announced that construction equipment giant is planning to change its name to Landcros. More specifically, I was reminded of that line by the reaction of many in the industry to a transition from a name that is universally known and widely respected, to something that doesn’t even appear to be spelled correctly.
So, with nothing better to do, I decided to have a dig through corporate history for examples of where a name change proved to be a good thing; and a few where it didn’t.
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