When should we reconsider a product name?

Customer and employee confusion can justify reopening a naming decision, even when renaming is outside the agreed brief. In a project for Visiativ, a supplier of specialist software and services for manufacturers, the original task was to create a visual identity and value proposition for a newly introduced product. Research found that the product name confused both customers and employees. The project team raised the problem with Visiativ, which agreed to reconsider the name. A replacement name was developed, providing the basis for a stronger identity and value proposition. The practical lesson is to investigate confusion and discuss the finding with decision-makers rather than treat the existing name as a fixed constraint.