When should we reconsider our product name?

Confusion about a product name is a reason to revisit the naming decision, not simply work around it in design or messaging. Visiativ, a supplier of specialist software and services for manufacturers, commissioned a visual identity and value proposition for a newly introduced product. Research found that the product name confused both customers and employees. Although renaming was outside the brief, the problem was raised with Visiativ, which agreed to a change. A new name was developed, resulting in a stronger identity and value proposition. The practical lesson is to let findings about customer and employee understanding reopen the brief when necessary, rather than treating the existing name as a fixed constraint.