The 5 reasons companies won't fix their brand name or logo

There are only five reasons I've seen clients use to not be open to changing their name or the logo.

1. We've spent too much on our branding already 
   
2. We've secured all the domains globally with every variation imaginable 
   
3. We hired a professional to do that
   
4. We don't have time, we just need to get the website up now
   
5. We'll do it later 
   

Actually they're all conversation stoppers, rather than reasons. I can be empathetic... so, looking at it that way, here's a list of the real reasons I think clients won't invest in changing their brand name or logo to something be more timely, relevant or interesting: 

1. It's personal: they are so intimate with their brands they can't separate themselves from the name or the logo
   
2. Invested in history: they value their brand's equity (history), or for new companies, the vision or promise 
   
3. Emotional and insecure: you don't understand me, you don't care about what we've gone through
   
4. Expensive/too much work: Too many places the name/logo is used
   
5. Afraid of change

Change doesn't have to be total overhaul, in fact if the brand represents a good product or service, the change should just feel right. Here's a lovely piece of rebranding that Emily Oberman of Pentagram just designed for the new Tonight Show. Follow the blog post through to the short video clips of both iterations of the moon. And look at the rebranded web presence below that has fused Jimmy Fallon's broadcast and social presence with the Tonight Show's – which came with so much history and equity – so they're one seamless, brilliant #brand.