Sāgo expanded from a focus group space provider to a full-service global research company. 

For a company changing its name, aggravation comes in many forms: competing opinions, scarcity of available names and URLs, trademarking challenges and corporate resistance. It can then take a year before the new name fully takes hold.

Ellie Ahmadi was prepared for these challenges when named chief marketing officer of Schlesinger Group—then primarily a focus group space provider—in November 2021. Her mandate was to help the company continue its transformation into a full-service global research company. Fortunately, the executive team was part of the project so that “when we got to the name, Sāgo, they could all agree to just say go,” Ahmadi said.

Read the full Q&A on Ad Age: Rebranding Strategy—How Expanded Capabilities Led to New Name for Research Firm

Listen to the Episode: Rebranding a 57-Year-Old Company with Sāgo CMO