What's in a Name?
Many accounting practices these days are changing their names, as when Habif, Arogeti & Wynne recently rebranded as Aprio. Names are a sensitive topic, especially to partners who have earned their name on the letterhead. But there has been a trend in the past decade of accounting firms changing their names to bring them greater distinction and recognition in the marketplace—not to mention easy pronunciation. If your firm is considering a name change, the consulting and branding agency Ingenuity Marketing Group, LLC, of St. Paul, Minn., cites these top pitfalls to avoid.