GSD&M is changing its name to "GSD&M's Idea City". This move seems like a bad idea for at least three reasons:
- The new name is too long. The length of the name makes it less "speakable". A brand name that's easy to say is more likely to be remembered and more amenable to word of mouth.
- The new name is too descriptive. Descriptive brand names are less memorable and make differentiation in the mind of the customer harder.
- Any identity change is costly. Every bit of marketing and sales collateral has to be modified and redistributed.