'The best practice is to outsource,' says one marketing expert.
When even a small company considers a new name, it often turns to branding consultants who specialize in that very job.
Outsourcing the blame “The best practice is to outsource,” said Thomas Donohoe, author of “The CEO’s Digital Marketing Playbook.” “It feels like this was not probably thought through. Like a restaurant that fails its health inspection and changes its name” in a rush, said Ryan Goldstein, founder and chief executive of A.P. Keaton, a marketing agency.
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