When you undertake the adoption of a new corporate name, it's a good idea to anticipate how unsettling the change may be, and not let the associated stress throw you off course. This is a time for leadership, for marshalling the resources required to adjust to the re-identification of your company, and to make the most of the opportunities presented by the name change.

By taking a proactive approach to the management of change, you can convert anxious skeptics in your organization into supportive and enthusiastic advocates for the new corporate name. Involve the entire management team in the naming process, and help them understand how important their response to the name change will be to rank and file employee acceptance of the new name.

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