Should You Change a Brand Name Because of Numerology?

Consultants have built a living on this question. CapSage's answer is boring and therefore useful. Change a brand name if it confuses, excludes, or lies. Do not change it because a compound in a Victorian manual sounded unlucky.

Renaming has costs: recognition, search, legal, the story you owe your people. Those costs are real. The promised lift from a 'better' total is not demonstrated. You may still enjoy a name that sits well in the mouth. That is aesthetics. Call it aesthetics.

Luck is not a brand strategy. Clarity is.

If you are determined to count, count the name as customers say it, not the name as a designer typeset it. Then go back to the product. This house will not bless a rebrand whose only new ingredient is arithmetic.