Rename
When you're forced to change
the name — on a deadline
A lawsuit, a merger, or an expansion can make a name a liability overnight. This is the moment renaming has to be handled by someone who has done it before — fast, trademark-aware, and without gambling your relaunch on a name that won't clear.
Why companies rename
Rarely by choice. Almost always with a clock running.
Lawsuit or trademark loss
A cease-and-desist, an opposition, or a mark you can no longer defend. You need a clear name, fast, with screening you can trust.
Merger or acquisition
Two brands becoming one, or a carve-out that needs its own identity. The name has to signal the new entity and clear conflicts.
Expansion
A name that worked locally collides with a trademark or means the wrong thing in a new market. Renaming protects the expansion.
Reputation reset
A brand carrying baggage it can't shed. A rename, done properly, is the clean line.
Why bring it to us
250+ brands named since 1998, founder-led. We run the naming method at speed: strategy, candidates, preliminary trademark and domain screening, and a shortlist you can act on — built for a deadline, not a leisurely brand exploration.
Fast
Scoped to your deadline, not ours.
Trademark-aware
Screening built into the process, not bolted on.
Founder-led
The person who names it is the person you talk to.
Talk to the principal
On a deadline to rename?
Book a 30-minute call with Mash Bonigala. Tell us the trigger and the timeline, and we'll tell you how we'd approach it.
Mash Bonigala, Founder & Principal — 250+ brands named since 1998.