Imagine a software company that makes a sophisticated and complex product. Presumably, it has a marketing department and an engineering department. Now imagine the employees of each department giving each other specific advice on how to perform their jobs. Having trouble imagining that one? Yup, us too.
The employees in the marketing department would never dream of telling the engineers how to program the company’s software, and the engineers don’t meddle in the company’s marketing business.
However, when a company decides to name (or rename) itself, dynamics can change quickly. Seemingly everybody, from the CEO to the security guard’s second cousin, wants to weigh-in, haggle, argue, condemn, and second-guess the company naming process and proposed names.