Editor's Note

Friday 18 May

Oliver Milman /

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.

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