Company Name Juggling in Grand Rapids


Local marketing firm Steketee Greiner Company (SGC) is now Agent X. SGC merged with an “experiential marketing agency” based in Chicago, called Agent X. They decided to retain the Agent X name, but reviewing the company’s history, the name switch should come as no surprise.

The company started in 2004 with Fiaba Creative located in Saugatuck. In 2007 Fiaba changed their name to Context MG. Context MG then moved to downtown Grand Rapids in January 2009. Sometime in 2009 (my guess is late summer) Context MG decided to change their name once again. This time the firm became SGC. SGC was named after the two founders Brian Steketee and David Greiner. This name was retained for about 1.5 years. Then in August 2010 SGC launched a new company called Catalyst SGC.

I understand the possible need to re-name a company when an acquisition or merger has happened, but 4 names over 7 years?. Often times companies want to either keep the stronger brand, or adapt names to retain the best from both companies, or even create a whole new name. But the only acquisition/merger, I could find was the most recent one between SGC and Agent X. The other 3 name changes were just new names. It must be difficult to build a brand, image, and clientele with one name, and then switch names and have to create or try to retain the brand, image again. Not to mention how confusing this could be for clients, and how expensive re-branding is for the firm (create new collateral, letterheads, redesign website, etc).  I wonder what the clients think of this name juggling.

But then again maybe this blogger should keep his mouth shut regarding changing names… West Michigan Business Blog is still transitioning to The Ledger.

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2 responses to “Company Name Juggling in Grand Rapids

  1. Name juggling! Brilliant! That should be their new new new name.

  2. Hahahaha!! It’s funny how they call themselves a ‘Marketing Agency’, yet they don’t know the first thing about marketing for themselves. What a joke….

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