If the CEO isn't willing to champion the idea it won't go very far.

Name Change Step #1: Getting the CEO on Board

Whenever an organization thinks about a name change, there are lots of emotions and memories that surface. Sometimes those emotions and memories can even become obstacles. Some are relatively minor and are easy to get around, but others can turn out to be insurmountable — especially when they occur at the highest levels. That’s why one of the first questions we ask our clients…

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