Branding: What's in a name?

Last month, media technology firm Ericsson Media Solutions announced that is rebranding - as MediaKind.

It’s a radical move for a company with a long history that is in the process of selling a majority stake to private equity firm One Equity.

What though of similar media technology companies with extensive track records: is it better to stick with an existing name or go for a full-blown re-brand?

To answer those questions, IBC spoke with two companies which have taken opposite paths while both going through periods of profound change: Media Kind and Grass Valley.

Both companies have grown muscular through consolidation, which meant cheerio for quite a few brands of yore. And both have been the subjects of recent acquisitions. The common factor is that both are in the process of re-inventing themselves.

MediaKind: Something different
The launch of the MediaKind brand was timed to…