Name Change, Lessons Learned

“It was almost like we shut down one company and we started a brand-new one.” says Nancy Bogart, Founder and CEO of Jordan Essentials. “That - 2007, rolling into the recession and everything else, it was the most difficult time of my entire life, business-wise.” Bogart says misconceptions about the company’s original name — Country Bunny Bath and Body and the desire to expand beyond the midwest prompted the change. While renaming has helped the company’s growth, Bogart says in hindsight, she would opt for a soft transition into the new identity. Think about the reason you want to change.

Duration: 2:01