Sometimes, the name change is dictated by a strategic change, a new positioning, or an evolution of the company. When it was necessary to find capital to finance the development of our colony, the Congo, we created the Colonial Lottery. It is easy to understand that this name could not continue after the independence of the Congo. Thus was born the National Lottery.
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As far as Belgacom is concerned, the transition to Proximus was necessary to give the image of a technology-oriented, modern, but also more international company. Another telecoms company in our landscape, Mobistar became Orange in 2016, in the logic of internationalization desired by the parent company Orange (formerly France Telecom). In the same logic, the good old GBs which came under the flag of the French group Carrefour have also changed their name by changing ownership.
Scandals that push for a name change
Sometimes, it is the scandal that forces the company to change its name, to improve its image, as was the case for Smap. This insurance company was hit by a scandal, its director Léon Lewalle having been accused and fined large sums of money to the detriment of the insurance company. The name change was radical, adopting Ethias to demonstrate ethics as a fundamental value of the company.
Speculoos, Cara Pils,…: we’re not touching on all the names!
In your Shopping Cart too, brands are evolving. In 2020, when Lotus decided to rename its famous “Speculoos” to adopt the American name of the biscuit “Biscoff”, purists cried foul.
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But for the group, it was a coherent way to standardize the name of its product across the world. A great success for the company whose market capitalization has just reached 10 billion euros.
Consumer anger did not make Lotus bend, but it was not the same story when Colruyt wanted to change the name of its Cara Pils to make it “Everyday Pils”. Calls for boycotts and petitions will force the distributor to backtrack. “We hadn’t yet made a final decision on the name of the beer itself. Now that we know that many people have a strong emotional connection to Cara Pils, it’s clearer to us: Cara Pils remains Cara Pils, promise.” will have to recognize Colruyt.
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