Whenever possible, companies should keep these corporate names in the active column. Instead of confusing the consumer, they are a valuable hidden link to the past that most don’t notice, but trigger memories in some. Use the company name on a product, or on a tee-shirt, or on a division. Try out a new product, a risky one, with the old name on it.MORE HERE

Some headlines from the world of branding: Adweek reports that Brink’s home security will change its name to Broadview. Brink’s, the armored truck company, spun off it’s commercial and residential home security business last year, giving it three years to change names. We thought the old one was fine, butMORE HERE