A good name is short and easily remembered, and have multiple meanings, where as bad names rely on an unintended meaning, unpronounceable and meaningless initials. Bad names tend to change the image of the company and are sometimes responsible for their premature death. Below mentioned are few such bad names of the company that are unable to convey its essence.
Administaff changed its name to Insperity in March this year. The name Aministaff sounds like a temporary staffing agency, but that is not what they do. They are an employee service center that provides with secure automated, personalized human resources services. Previously, they used to spend millions of dollars every year advertising on explaining what they do. For the current change in its name, the company explains that it is done to make a strategic transformation from a professional employer organization to its new positioning as a comprehensive provider of business performance solutions.
Dimdim, a web conferencing company, used an adjective that means dark, lusterless, indistinct or slow as in intelligence and repeated it
