One of the blogs I read on a weekly basis changed its name today. It went from "The Origin of Brands Blog" to "Ries' Pieces." Why the change? Who cares about a blog name anyways? Laura Ries covers these questions in-depth here.
It is rare to see an industry professional admit a branding mistake, but she confesses that she picked the wrong blog name and stuck with it for four years. She gives a few good examples of how brand names matter and how change can be difficult, but often times for the better.
Check out her thoughts on double-branding below.