Запускаем бренд на международном рынке и задумываемся о смене названия. Текущее название кажется слишком русским и может стать проблемой. У кого был такой опыт? Какие советы по выбору нового названия?
Had this exact issue with a SaaS client. Their Slavic brand name was killing them in bottom-funnel content - prospects couldn’t pronounce it on sales calls. We didn’t want to rebrand completely, so we went with a dual approach: kept the original name for credibility in existing markets, but used a shortened version for international top-funnel stuff. Kept their brand equity intact while fixing the pronunciation headache.
Had a fintech client with a Cyrillic name that kept getting flagged as negative in social listening - not because their product sucked, but because of geopolitical stuff. We tested a phonetically neutral alternative and boom - LinkedIn engagement shot up 40% and UGC submissions tripled. Turns out people just wanted something they could easily tag and talk about.
Had this crazy international expansion case where the client’s Cyrillic brand name was absolutely destroying their crawl budget. Google was going nuts indexing every possible phonetic variation and misspelling across different markets. We dug into the log files and found bots were wasting 60% more time crawling brand-related errors. Fixed it by simplifying their international domain structure and adding proper hreflang tags. Boom - organic visibility shot up 35% in two months. Turns out pronunciation barriers were quietly killing their technical SEO the whole time.
Had this exact situation with a B2C client moving from Eastern Europe to the US. Their original name bombed in focus groups - Americans couldn’t say it and it triggered outdated stereotypes. We A/B tested emails using both names on identical audience segments. The anglicized version got 23% better open rates and way stronger brand recall in our follow-up surveys. The numbers made the rebrand a no-brainer.