the whole-y grail

the whole-y grail

the whole-y grail

Official blog of the warden ettinger group, a full-service, Phila., PA-based PR firm serving a diverse consumer, lifestyle + nonprofit clientele. Our culinary division, The Whole Enchilada PR, caters to restaurateurs, chefs + other food-related businesses, while "the word exchange" is aimed at clients seeking à la carte copywriting services.

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to rebrand or not to rebrand?

November 6, 2012

→As we well know, rebranding is an involved process. In our case, the decision was quite easy; we’d had enough questions from potential clients asking if we only covered culinary clients that we knew we needed to send a different message. Luckily for us, we had already discussed the possibility of changing our name when we founded the company, and had planned for “TWE” to be the acronym for all of our future products. Personal details made it easy too: one of us was already planning a wedding, conveniently engaged to a man whose name started with an “E.” While this might seem like an insignificant detail, for a smaller company, these are the types of angles you look at. Especially when you’re a small firm. We want our name to reflect who WE are—our values, our skills, our drive, etc. But, we didn’t rebrand because we liked our new name better; we rebranded out of a need to better reflect our “products,” a motive shared by many companies, large or small. We were easily able to change our social media profiles everywhere but on Google+, which only allows a certain number of edits. The glitch there is that testing out a new moniker requires hitting “save” to see how it appears; by the time you get to something you’re happy with, you’ve used up all your available changes. We’re not thrilled with our G+ name, but are also not agonizing over it. Twitter and Facebook made it easier, but two divisions meant new accounts on both, easy to set up, not so easy to grow. Rather than getting lost n the hunt for likes and follows, we’ve opted for patience. After all, in the PR biz, there is as much life offline as there is online—something we all tend to forget. Here’s a look at some of the details you’ll want to consider if rebranding is on the table for your business. Just remember not to sweat the small stuff.


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