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Do you have any advice on what to consider when naming or renaming a consulting business?
Consulting is a people business, so the first names to consider are the people themselves, especially if they are still alive. Even dead, a people name is probably better than any other name. Ernst & Young is a better name than KPMG.
If you are the CEO and your name is lousy, change it. Ralph Lifshitz was a designer who wanted to become a famous designer, so he changed his name to Ralph Lauren.
There are many, many consultants out there with names as bad as Lifshitz, but in my experience they almost never change their names. Tragic.
Faith Plotkin wanted to get famous, so she changed her name to Faith Popcorn and her books and consulting practice have made her famous.
Avoid the bombast name. There are a lot of one-person consultancies out there with names like "Worldwide Global Marketing, Advertising & Sales Consultants." In names, bigger is not necessarily better. Bigger often sounds foolish.
How do you pronounce Ries?
The name is pronounced "Reese." It's a german word and in German diphthong, the second vowel is pronounced, not the first.
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