The time for change is now.

  

No, I’m not talking politics, I’m talking branding. And I’m talking specifically about my brand, my blog brand.

Branding is not easy. Sometimes you don’t get it right and you need to make a change. For me, the time for change has come. Let me chronicle for you how, when and why I made the change and why you might need to make a branding change, too.

The beginning

In the beginning, many companies are so excited about the potential for their new product or service they believe the name won’t matter. As long as they have the latest and best technology, beverage, service or widget on the market, consumers and the media will knock down their doors.

Sometimes they are right. Bud Light, Treo, Quiznos, Southwest might not be the best names, but consumers were so excited about light beer, smartphones, toasted sandwiches and cheap airline tickets that these brands rose to great heights.

But in the long run, competitors jump in, categories get crowded, the playing field gets leveled and your brand name becomes increasingly important. So much so that, in the end, the main difference between you and the competition usually comes down to the name alone.

Back in the summer of 2004, when the Internet was a buzz about a new thing called blogging. It was then that I decided I needed to jump in. I asked Seth Godin if he enjoyed blogging and if it was helping his brand. Of course, he said yes. So I immediately signed up with TypePad.

When you register your account, the first thing you need is a name. A name that cannot be changed. Luckily I used Ries, a name that I would likely never want or need to part with. But the name I gave my blog was a poor choice. I was only thinking short term; I had a new book coming out “The Origin of Brands” so I saw the blog as a way to promote the book. What I should have done is to select a name that would have made the blog a brand of its own apart from a simple book promotion.

The middle

Like many brands, my blog has had moderate success mostly because I was an early entry into the blogosphere and because I tirelessly promote it and because it gives the unique Ries perspective. But that success is hindered by my poor naming choice. Today, there are millions of blogs, many with fantastic names. Just having a blog doesn’t help you, you need one with a great name.

It happens often. A great idea will initially take off, but will eventually stagnate held back by a poor naming choice.

Southwest is a good example. The pioneer in low-cost airlines, they have grown rapidly over the decades. Today they are a national airline and they face tough competition from JetBlue and AirTran. The problem is the name. With a name like Southwest, you don’t think about using them to fly from New York to Miami. Today, they need a national name.

For me, The Origin of Brands, was a fine name to start with. It strongly linked to my book the way Southwest’s name linked to its original location. But sometimes you need and want to move beyond that.

The end

Even if your brand name is not great, sometimes it is not worthwhile making a name change. Changes are hard, they cause confusion, they are time consuming and they are expensive.

The deciding factor on whether or not to make a change is this: What would you change your name to?

Your name is only as good or as bad as opposed to what? Like so many other issues in marketing, naming is not black or white. Names are not good or bad, they are all shades of grey.

Changing your name from one mediocre name to another mediocre name is unlikely to help you.

It is only when you find a name superior to your current name that it pays to make a change.

In 1948, Rich DeVos and Jay Van Andel called their new multi-level marketing distributorship Ja-Ri (get it Jay and Rich.) Clearly this was not a powerful name. Wisely, in 1963 they changed it to Amway. The company went on to dominate the category and today operates in 80 countries around the world today. I don’t think Ja-Ri would have ever become that successful.

In 1999, with the rise of the internet, Amway launched the internet-focused brand Quixtar. Then in 2001, all the North American distributors changed from the Amway name to Quixtar. Quixtar? Are you kidding me? Apparently not.

This is an example of going from a fine name to a terrible name. Not good strategy. The better move would have been to just move Amway to the Internet and to forget the second brand strategy.

Not every company is in a position to successfully launch a second brand. Three airlines, Song, Ted and Continental Lite didn’t get off the ground either. Note: None had decent name.

Initially, The New York Chemical Manufacturing Company make chemicals like alum and saltpeter. In 1824, the company entered the banking business and by 1851 left manufacturing altogether although they kept the Chemical name.

By the early 1990s it was one of the richest and most successful banks in the U.S. But after 173 years you don’t just change your name on a whim. One great strategy that helps with a name change are mergers and acquisitions. You have a bad name, just merge with or acquire a company with a better name and use that. In 1996, that is exactly what Chemical Bank did. It acquired Chase Manhattan and changed from Chemical to Chase.

My original name, The Origin of Brands has remained for four years, because I could not think of a better one. Some website names I considered were taken, Branding Babe Blog, for one. But on second thought I don’t think that would have been a wise choice.

Last week it occurred to me what the perfect name would be. Ries’ Pieces. Pieces is a great triple entendre that describes my blog posts, TV appearances as well as the correct pronunciation of my name.

Of course, there is one problem. You can’t use apostrophes and other punctuation marks in a website address. But you can cover your bases by buying close but incorrect names and redirecting them to your main site. I got RiessPieces.com and RiesesPieces.com to cover my new name and address RiesPieces.

No name is ever 100% perfect, but Ries’ Pieces is a name that I think is worth moving to.

Have you ever changed your brand name? Are you thinking about it now? Send in your thoughts, comments, questions and suggestions.

Comments

[Kelly Lieberman]

As one who invests in domains as long term virtual real estate with plans for development and some with "brandable" potential, I have become very mindful of staying away from trademark disputes.

I have to agree with many of the other comments that you are opening yourself up to some future litigation. I think I would rebrand...

How about "Pieces of Ries"????

[belshass]

Hey Laura,
just came across your blog. Great Read!

apostrophe is allowed on hitwiser.com :)
Go to hitwiser.com and type in

Seth Godin's blog

of course he's got (sethgodinsblog.com)

how do you like ..
thebestBLOGintheworld.com ?

Best regards,
Ritz.

[Brett Owens]

Love the new blog brand name!

And very funny timing - we're in the process of changing our company/brand name as well.

We're a software company, so you can guess which book I used - of course the 11 Immutable Laws of Internet Branding!

Chapters 3 and 4 especially were invaluable - I can probably quote them word for word after studying them for days on end!

[Vincenzo Ragone]

Hi Laura,

I follow your blog since you have created it and I appreciate it a lot. I express my opinion about the new rebranded blog identity.

Name:
This blog is your own blog and for this reason it should highlight your name as well as "the family" brand name Ries. For example, i think it could work "LauraRies blog" and "www.laurariesblog.com". It could appear banal but it is simple to remember and it is focus on your own idendity. Besides, It could avoid future name changes being a "neutral" blog name.

Pay-off
I have tried to discover why I choose to visit regularly your blog instead of other branding blogs. I realized that your blog is different because it offers a different and more "true" brand perspecive instead of speaking about "brand puffery". So the word that you should own is "TRUTH" and for this the positioning should be "focusing on branding truth".

Image and heading colour
The image you used for the template is not the best you could choose because it overshadow one of your strenght: your beauty. So I suggest you to substitute it with a more suggestive one. Concerning the heading colour, the red let me think to an horror blog and maybe It could be changed.

What do you think about it?

[dr]

Ries Origin?

;o)

[Phil Darby]

I don't want to get into the debate about whether your proposed new name is good or bad. Frankly I can see a number of pros and cons, but I'm a firm believer in letting the experts deal with naming issues.

The business world is littered with stories of businesses hampered by inappropriate names and with internationalism an ever more relevant feature of the argument for any name you just can't afford to make decisions like this without the kind of insights that only experts are able to provide.

There is the story of the Isle of Man airline that was called ManxAir - Manky is a coloquial English word meaning dirty, scruffy, down-at-heel and smelly! There are a few more I could think of. But to disprove the theory I have never understood the success that Unlilever have had with their Ciff range of cleaners when "Ciff" and "Syph" (a popular abbreviation for Syphilis) have the same sound!

I will, however, question your comment "... in the end, the main difference between you and the competition usually comes down to the name alone". I don't think it does. What matters is what the name stands for - the Brand Promise.

I've been tempted a number of times to recommend that clients should change their name, but after the level of investment that most have made in their name I always prefer to try to find ways of overcomming the name rather than changing it. The closest I have ever been was probably when, just a few weeks ago my advice was sought by a major European business whose consumer reputation was about as bad as it could get. The name was pants, but what was influencing their business most was their public face. One way around this problem is to buy another business with a better name/reputation and build their brand to replace your own. Of course, this only works if you have fixed the problems responsible for the bad reputation in the first place.

[Scott Miller]

Laura, I think in this case it was difficult to see the forest for the trees. The new name is just asking for trouble. I can see it now on TV shows, the host introducing you: "And now our guest, Laura Ries, marketing guru, co-author of several books, and author of the popular blog, Ries' Pieces." Note that this will definitely catch the attention of Reese's over time. It's inevitable. And the more popular your blog becomes, the more of a legal concern you become for them, and they will need to take action to protect their trademark from "dilution."

Also, when people *hear* the name, it sounds exactly like the candy, so you're not developing mindshare when the name is spoken. Instead when the name is spoken you're unwittingly promoting the candy brand. And when people hear about a blog with this name, they're going to naturally assume it's about the candy.

I can't imagine that trying to get people to pronounce your last name right is worth all of these problems. I agree with one of the other posters that The Ries Report is a better choice, and is still somewhat sticky/memorable/catchy because of the alliteration. And this name sounds a lot better when spoken to others or on TV.

As for your new cover girl pics, I personally do not like them. You're much too pretty to need to be dolled up so much, almost to the point of being over-the-top and clown-ish with all the make-up. I bet if you took an honest vote, by far more people prefer your more natural pics, as you appear when on TV, for example.

[Dileep]

Ries' Pieces is a good selection for a name!
bcoz a blog is bits and pieces kind of article, even though yours' are not! and as my blog says "laughter bubble' - i just wanted to mean it was a general blog for fun! and my ideas..

it gives an individuality effect more than " origin of brands'

so i suggest this was a cool idea :)

[Siddharth]

The logic behind the change seems good.

The name has rhyming elements. Am not from the US and therefore do not know anything about Reese (just came to know through the comments actually). However, I do feel that the name is child-like. If a kid were to write a poem, he/she might write a phrase like this. I feel this name lacks rhythm which could be more important than rhyme.

I've been reading your blog pretty regularly and I appreciate your thoughts.

[Siddharth]

The logic behind the change seems good.

The name has rhyming elements. Am not from the US and therefore do not know anything about Reese (just came to know through the comments actually). However, I do feel that the name is child-like. If a kid were to write a poem, he/she might write a phrase like this. I feel this name lacks rhythm which is more important than rhyme.

I've been reading your blog almost regularly and I appreciate your thoughts. Thank you.

[Siddharth]

The logic behind the change seems good.

The name has rhyming elements. Am not from the US and therefore do not know anything about Reese (just came to know through the comments actually). However, I do feel that the name is child-like. If a kid were to write a poem, he/she might write a phrase like this. I feel this name lacks rhythm which is more important than rhyme.

I've been reading your blog almost regularly and I appreciate your thoughts. Thank you.

[Erik]

I think a tough aspect of branding is branding yourself and your company. Most times it is easier to give advice than to look at your own brand objectively.

In my opinion you already have a great name right under your nose. The Ries Report is a great name for your blog for a couple of reasons.
1- More people might view the videos if they were incorporated in your blog.
2- you might be able to have your dad occasionally post an entry(although Ad Age might not like that).

Most good branding strategies are right in front of you but it can be challenging to find them.

As far as Ries's Pieces, an improvement from Origin of Brands? yes. A great name, not in my opinion. Either way, I will continue to read!

[Gordon]

This is a global blog, isn't it? I doubt Paavo in Finland or Jimmy Lin in Taiwan will notice the connection. I had heard of Ries, the brand people, long before I was aware of the candy/chocolate brand. Anyway, the fact that the campers are split on the name is good PR. Sneering or praising are both good for business.

[Dave J.]

The picture (and style) you picked is fine. That 'not so fast' look is great attitude for a blog (and pundit)!

Best of luck picking up the 'pieces' on the name change. I think that its just fine and agree that time heals such transitions and perceived risk. (And we know what Seth says about getting flack for new stuff we do?)

[stacy]

You have got to be kidding me! "Pieces" is already owned, in the mind of most folks, by Reese. I think you should have run this choice by your dad first, unless this post is a hoax.

[Emily Campbell]

I agree with some of the previous posts. Personally, I think the name is clever and memorable. As a trademark attorney, however, I see a little red flag pop up due to the association of Ries' Pieces and Reese's Pieces.
Just be aware of the possible risks associated with dilution statutes. State and federal dilution statues protect against use of a "famous" mark by another where the result is a lessening of the capacity of such famous mark to identify and distinguish goods or services, regardless of the presence or absence of competition between the owner of a famous mark and the other party.
Love the blog - just be careful!

[Laura Ries]

Thanks Dave! You and Seth are totally right. Your online image is extremely important. Consistency is also very important.

The photo I have chosen for the blog is taken from a television appearance. At first I considered using a collage from 20 or so appearances, but in putting it together I had this image enlarged and as I started to reduce it, I went wow, one solid image would be best.

I think it is a strong photo that represents me, my personality and my brand. If you have ever seen me on TV, I have never been accused of being dull.

But as Seth says, sometimes it is hard to judge these things yourself. The audience can provide important insights.

Check out my photos on Flickr to see me on TV as well as my new headshots.

http://www.flickr.com/photos/riesbrown/

Do you like my new image?

(I have now fixed in inconsistency problem, all the images are the same. That was a big problem.)

I look forward to your feedback.

- Laura

[Alexei Buzu]

It is so rare to see a guru to admit a mistake. All the best Laura and hope to see more posts on the riesreport too.

[Dave J.]

The name's fine and fun, and have always like the blog no matter the name.

I find the header image worth much more discussion about the branding it implies. It stands in very stark contrast to your Linked-In picture.

Seth brings up the issue of pictures representing ourselves here: http://sethgodin.typepad.com/seths_blog/2008/08/whos-telling-yo.html

[mack collier]

You're right Laura, with blog-branding it's tough to get it exactly right. I've been meaning to change my blog's tagline myself.

One thing I will say is that I can understand making the change to make it more obvious how to pronounce your name. I actually was mispronouncing your last name for the longest time, till our friend CK corrected me.

And I'm also not a huge fan of being named after Reese's Pieces, but when you add in the 'on the business of branding' tagline, I like it. But will everyone remember the tagline, or just refer to your blog as 'Ries' Pieces'?

Not sure, but I agree that The Origin of Brands was becoming a bit dated. Good luck with the change!

[BIG Kahuna]

As a branding guy I see what you're trying to do but I must say just the chance of being tied to the candy is a major drawback. Sure, we know you're not the candy but it reads just like the candy. Which is very unsophisticated and juvenile and you are certainly NOT that!

Of course it's your name and blog but those are just my humble opinions.

Best wishes!

[Laura Ries]

One of the biggest problems I face on a daily basis is "how do you pronouce your name?" With Ries' Pieces, it is obvious since it rhymes.

Yes, the name sounds like the candy but it obviously is spelled differently. It is spelled like the name I've had forever.

But I am not selling anything here, but just giving my pieces of advice on the subject of branding. There are mulitple meanings to the words.

Names of blogs have to be memorable and meaningful. Using my name in the title links it to me. And the rhyme with Pieces helps greatly with memorability.

No name is ever perfect. There are always downsides.

Right now, the name is new and the transition to a new name is never easy. But in time, I hope that when you think Blogs and Branding, you will the Ries' Pieces on the buiness of branding. When you want candy, I would suggest some M&Ms.

- Laura

[Bob G]

It makes a ton of sense for you to change the name and your points on branding are strong. But I wonder about your decision to play on the Reeses Pieces candy brand name. I learned in my early brand career not to borrow another brand's equity. Anyway, I think it would be interesting to learn more about how you chose this, what was rejected, etc.

[BIG Kahuna]

You're not concerned that you now sound like the candy Reese's Pieces? When I saw the new name that was the absolute first thing I thought off...