Rename Without Burning Equity
Choose a renaming path that preserves useful brand associations while fixing strategic drag.
Rename pressure PeopleDesk has trust in HR, but the roadmap now extends beyond HR tickets. A clean rename may create the exact awareness problem the company already solved. Equity before aesthetics Keep, fix, retire Audit the existing associations before deciding the naming move. Strong useful associations should transfer; limiting associations need a bridge; harmful associations may need a break. Hard rename Clean but risky A transition path, not a word swap. Equity is expensive to build and easy to discard. 01 Equity 02 Constraint 03 Path Equity audit What is worth keeping?
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