Viewpoints is a place for examining the thinking, method, and discipline that sit behind effective renaming. It gathers perspectives, analysis, and practical guidance on how the right name can influence reputation, clarify intent, and open new possibilities for a business. Every piece unpacks a different aspect of the naming process, offering examples and direction for anyone considering or undertaking a change of name.
If your services, products, or market focus have shifted and the name no longer reflects what you do, it can confuse customers.
Choosing the right company name is important because it becomes the foundation of how people remember and talk about your business.
Renaming has played a powerful role throughout history, shaping the identities of cities, companies, movements, and even entire countries.
Renaming a business in New Zealand is never just a cosmetic exercise. It carries a distinct set of considerations shaped by local culture.
Read more about the renaming process from our Australian site →
