Sometimes, despite all rational arguments for the change and even their willing participation in and contribution to the name development process, management will still have a hard time letting go of the old name and all that it represents. If you sense deep-rooted resistance at any stage of the process, it is wise to address it honestly before it derails the name change program.

One method that has proven successful in overcoming any reluctance to embrace the new is to honor the past. In a public forum, openly acknowledge the heritage and significance of the old name and emphasize how well it has served the company. Then discuss how the corporate situation has changed and how important it is to change the name to respond to the new demands of the times. When you honor the past in this way, more often than not, people will feel that their attachment to the old name has been acknowledged and validated. Consequently they will be more readily able to appreciate and support the new name, and enthusiastic about working hard to make it succeed.

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