I’m not a big fan of changing the name of a brand or company. That said, there are certainly times when a name-change is in order. Shells Only is a local brand that has been around for a while. (A shell being the bones of a house — the two by four frame onto which and into which homes are constructed.) As you will see by the side panel of this truck, Shells Only now offers “complete home improvements.” It does dormers, bathrooms, kitchens, extensions, new home construction and “so much more.”
As memorable as the Shells Only name is, it doesn’t step up to the Is-Does test. The best names provides a clear picture of what the product or service Is and hopefully a view into what it Does. When you keep a legacy name around that only partly defines the business, especially if the name doesn’t account a large part of total revenue, it’s no longer a good name.
Name specificity is not an under-rated quality in consumer marketing.