Lutheran Social Services of Mid-America sheds its long, confusing name and opts for a sleek, more focused brand.

By Christine Weiser

BrandEquity presented about 20 name options and asked the decision makers to discuss the ones that resonated.

“It’s human nature to find things you don’t like,” Smith says. “We encourage people to build a case for what is working. Sometimes, good names don’t pop off the table. You need to live with them and see how they resonate in the long run. Winner names may not have as much pizzazz, but they are more timeless.”