What’s in a Name?

From the CLDA’s website

I’m sure you’ve all heard by now -- the Messenger Courier Association of America (MCAA) changed its name to the Customized Logistics and Delivery Association (CLDA). The association’s new name was announced during the group’s annual meeting in New Orleans in early May:

“The name change is part of a multi-year effort to rebrand the organization to better express what the marketplace demands of its members. The association did original research to get a true picture of what their customers wanted from their members today and tomorrow. The results of that research helped them learn about customers’ perceptions of CLDA members; what customers would like to hear to better understand their importance in the global supply chain and what the association and its member need to communicate to improve customers’ perception and use of its members.” -- CLDA press release from May 9, 2013

This sounds like a great change for the association and we couldn’t be happier for them. After all, rebranding, or reimagining a brand, can help an organization, or business gain fresh perspective, and new fans. And when a brand’s evolution is done correctly (basically, with oodles of research, etc., to back it up), the change can really ramp up business.

Over the last year, a few notable companies underwent a rebranding, too. Perhaps you’ve heard of them:

Microsoft

The Verge reported that Albert Shum, Windows Phone design studio general manager, and Todd Simmons, creative director at Wolff Olins, held a talk about reimagining Microsoft at a recent design day event in Norway.

Last year, Microsoft switched its Windows, Office, and Microsoft brand logos, and now the company is making a few changes for Bing, Skype, Yammer, and Xbox. The following is an excerpt from The Verge article:

“Changing the Windows brand was the key part of Microsoft's ‘reimagination’ says Simmons. ‘We also knew we wouldn't be able to change a single thing if we weren't able to change Windows.’ People, reach, and choice were the ‘three main drivers’ to shift from the past and target consumers in a more meaningful way. The project was, and still is, a huge risk for Microsoft. Changing the look and brand of products that over a billion people use is never easy, but Microsoft has focused on design and user experience to get its message across.” -- The Verge

American Airlines

From American Airlines’ Newsroom

American Airlines recently changed their logo and rebranded the entire company. The company stated that it changed its look to reflect the progress the company has made internally. The rebranding is part of its effort to reflect its current combining with US Airways. According to American Airlines, “the new American is arriving.”

So, have any of you ever thought about rebranding your delivery or courier business? How did it go? Share in the comments, tweet at us, or strike up a conversation on Facebook, or Linkedin.