What’s in a name? When it’s your brand and it includes a geographic reference that may no longer be relevant as you open new stores, the answer is plenty. That’s the situation famed furniture retailer Nebraska Furniture Mart — part of Warren Buffett’s Berkshire Hathaway mini-furniture-retail empire — faces as its continues to expand beyond its original state’s borders.
The answer requires a Smart solution. See for yourself if they’ve got one: https://businessofhome.com/articles/what-s-in-a-name-buffett-owned-nebraska-furniture-mart-rebrands