Even successful businesses can have name challenges. Renowned Ångpanneföreningen (The Boiler Association) has undergone major changes that have required not only one, but several name changes. They first decided to shorten the classic Steam Boiler Association to ÅF. At the merger with Finnish Pöyry, the name was changed once again to the not so imaginative ÅF Pöyry.

And now they have changed their brand name again. This million dollar engineering and consulting company has a strong focus on future solutions and expansion. The English-sounding Afry, a kind of concoction of the former names, is supposed to work better on a global market. The name makes us think of fried bacon and we don’t really see the connection to cutting edge technology.

What do you think of their name change(s)?