I was more excited about this when I thought that LoJack was actively extending its brand and entering into new categories, but alas, they aren’t. It’s still a nice rename for CompuTrace and a great idea to license the LoJack name into an adjacent and relevant category.
Renaming companies is difficult work. Not the creative part, though that too can be difficult, but rather understanding the current equities or lack thereof and attempting to estimate how much value a new name would add to the business over time. In this case I think it was worth it.
Can I also request LoJack for wallets, keys and girlfriends?
Forbes’s take on it here.
thedistillery 