From BackRub to Google and Facebook to Meta: Here’s what happens when your company decides to change its name

Photo caption: Jen Grant has led company name changes at Box, Elastic and Appify. “Every time I get to a company, I end up changing the name,” she told Protocol. | Photo credit: Caroline Shearer. Article by Allison Levitsky. Protocol – November 10, 2021.

Change your name, they said. It will be easy, they said.

A decade ago, Anand Sanwal nearly lost an investment bank’s business over his company name. He and his founding team had thought the name they’d come up with was “edgier” and that it “would make you look up if you saw it,” but Sanwal now admits that it was […]

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