Friday 18 May

Gone are the days when your business name and logo has to merely appeal to people living in your geographical regions.



With start-ups now often looking to markets such as Asia or the US before they’ve even launched, choosing an effective brand that resonates in a positive way across borders is imperative.

With Sydney start-up Wyngle this week changing its name to avoid a backlash in the US, we’ve picked out five businesses that haven’t handled the rebranding process quite as well.

Elsewhere, social media consultant Craig Hodges has some tips on engaging with customers via Twitter DMs and Cas McCullough ponders whether work-at-home mothers are at the bottom rung of the business ladder.


Notify of
Inline Feedbacks
View all comments
SmartCompany Plus

Sign in

To connect a sign in method the email must match the one on your SmartCompany Plus account.
Or use your email
Forgot your password?

Want some assistance?

Contact us on: or call the hotline: +61 (03) 8623 9900.