Christian Turner, group director of naming across EMEA for Siegel+Gale, tells Eleanor Dickinson why brands should ditch the ‘monolithic’ names of old and tell a new story
“In a name change, people talk a lot about what they are losing and there’s less talk about what you gain,” says Christian Turner, the recently-appointed group director of naming across EMEA for Siegel+Gale. “I think incrementally when you change your name, the first thing people ask is ‘Why are you doing this?’, so it’s a wonderful opportunity to tell an updated story – if indeed there is a positive and compelling updated story to tell.”
In a country changing as quickly as the United Arab Emirates,
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