Lately we have been helping a lot of companies transition to shorter, more descriptive company names. As we start digging into the companies and what they do we have found a few companies that have confusing names. While crafting their brand strategy transitioning their company name is sometimes our starting point. As you will find in the below article, having a name that tells people exactly what you do, without any confusion could make or break your brand and ultimately your company. Interestingly enough, a lot of the key elements our company looks for in a good name are reflecting in the article. Transitioning to a new name or creating one from scratch can be a daunting process; however calling on professionals for help can make it a rejuvenating process and breathe fresh life into your business and sales.