In the marketing world, a good name is everything. So what happens when you want, or need, to modify it? In this episode of Sutherland Weston's The Briefcase (The Brief? The Case?), Ric Tyler walks us through examples of businesses on a first-name basis, both those who made the leap and those who stumbled on the way there.

What you'll learn:

• How some businesses, like Dunkin Donuts, got their actual start once they rebranded.

• How some businesses, like Popeyes, eventually changed their name to sound cleaner and trendier to consumers.

• How some businesses, like "The Shack", changed their name in such a way that deterred or confused consumers.