<strong>Joshua SMITH</strong>
Joshua SMITH

Executive Trainer & Edtech Co-founder @ Coursely.eu. Head of Higher Education Partnerships & Adjunct Teacher Recruiting in France.

There are rarely strong arguments for rebranding an existing business with a strange new name, as the brand equity that has been built up over many years can be lost overnight. It is much better to retain the existing brand name and refresh its personality in these cases. Entirely new names are more appropriate for start-up businesses or new groups.