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the good name is a good investment itamp;#39;s the itamp;#39;s the one brand asset that i can think of that really should not change you know thereamp;#39;s often good reason for a logo to at least be evolved and updated websites even more often but the name if itamp;#39;s the name of the company or the name of a product hopefully just stays the same for the life of that company or product yeah and you talked about the one thing that doesnamp;#39;t change there are many examples of great rebrands where old spices is a great example of that how they were this kind of old manamp;#39;s brand for so many years and they they saw the problem that was in front of them and they knew that they needed to appeal to this you know younger generation but even though they overhauled the the look and feel the the visual identity they even changed the logo slightly and they completely overhauled their personality and their verbal identity you know they still stuck with that old spice name because