Why do companies change a company or department name? Blue Ribbon Sports took on the name Nike, after the Greek goddess of victory. BackRub changed its name to Google, a play on the word ‘googol,’ a mathematical term for the number represented by the numeral 1 followed by 100 zeros. And, recently the business development department at Goulston & Storrs changed its name to the strategic growth department. In each instance, the name no longer fit the market, activities, or brand personality.
