We'd appreciate your input.

If you've received a link to this tool, it's because someone values your expertise in the realm of portfolio companies and brand building.

This is a beta version of a decision tool created by the strategic naming agency Prequel.

In just a few minutes, we'll take you from “do I need a new name for this holdco” to “I understand the factors I should be considering and the next steps I should take” — or at least, that's our goal!

The assessment tool focuses on objective criteria, e.g. brand alignment, trademark status, etc. It is worth noting that more subjective factors such as “we just don't like any of the portco names” or “elevating one portco brand as the holdco brand might create friction with the other founders/employees” are not insignificant and should be considered as part of the overall brand strategy.

We are currently seeking feedback to help us make this tool more useful for professionals in your field. (Just follow the link at the end.)

Thank you for your time and input!