Joanne Z. Tan has witnessed in her 15 years of creating brand identity with business names, renaming, branding, and rebranding, the same common mistakes everyone makes, yes, including even the most brilliant mind.
– To read it as a 3-min blog
– To watch it as a 6-minute video
Even Nobel Prize–winning physicist Frank Wilczek admits he made a naming mistake. His discovery, “asymptotic freedom,” changed quantum physics — but the business name problem applies here too: the wrong company name or brand label dilutes ownership, clarity, and impact.
In this 6-minute episode, brand strategist Joanne Z. Tan, CEO of 10 Plus Brand, shares insights from 15+ years helping leaders name, rename, and rebrand organizations:
🎙️ Why a weak business name hurts even brilliant ideas.
🎙️ The most common naming traps companies fall into.
🎙️ How unique, short, symbolic company names like “Apple” or “Google” put you in control.
🎙️ Why decoding your Brand DNA is essential before you rename or rebrand.
Whether you’re launching a startup, refreshing a legacy brand, or stuck with a name that doesn’t fit anymore — this episode will help you see naming as the strategic foundation of your corporate identity.
That’s going to be another 3-hour session, and it has to be UNIQUELY tailored to your own brand.
With around 15 years of experience in brand identity development, naming or renaming various companies, Joanne Z. Tan will go deeper into this subject in her upcoming book, “Brand Building and Thought Leadership Coaching in the AI Age”. You will get a sneak preview by subscribing to the newsletter and get exclusive brand insights at: https://10plusbrand.substack.com
Is it time to reinvent, rename, or rebrand your organization?
If you need an initial consultation, please use the contact form on 10PlusBrand.com
©Joanne Z. Tan all rights reserved.
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