Liz Claiborne: A New Name Does Not Equal a Strategy | BNET

Step 1: Determine the product and company positioning. Step 2: Determine the best product name. Margaret Heffernan writes, What’s wrong with name changes? I’ve sat around so many board tables where the business was drifting. Usually the first sign that the company won’t be able to fix itself is when someone suggests a logo redesign. That offers terrific displacement activity for months. First a brand management company is hired. To build up their billable hours, they interview all the senior players about brand identity, assemble a big glossy report, then some new logos that fail either because they’re just like the old one — or because they’re not just like the old one. What all this means is: No one knows what the company stands for any more and, much more important, nobody is prepared to make a decision. Read more in Liz Claiborne: A New Name Does Not Equal a Strategy | BNET.
Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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