The podcast episode by Christina Bastl and Jan Pörschmann tells the naming story of atares as part of a clear rebranding. The blog shows how complex and multidimensional a professional naming process is. A name change is not just a creative act, but a business-critical step with long-term brand impact.
About the Author: Christina Bastl
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23 years, 200 deals. And then a new name.
The atares naming story.
Jan Pörschmann talks about repositioning, finding a name, and having the courage not to take the “safe” way.
When do you give up an established company name?
For 23 years, Jan Pörschmann had built up his M&A consultancy under an established name. Over 200 technology transactions, a well-coordinated team in Munich and Düsseldorf, a functioning business. And then the decision: leave the existing partner structure, focus on tech transactions – and a completely new name.
“From a purely rational point of view, it’s kind of crazy at first,” says Jan in an interview. “You have an existing name, you have visibility in the market. But the feeling was clear: the way we are positioned is good. But not very good yet.”
The first attempt: ChatGPT and a glass of red wine
Jan is not new when it comes to naming. He developed the name of his previous company himself in the early 2000s, using a Latin dictionary and red wine. Twenty years later, he tried again, this time with AI support.
The result? Not convincing. “I’m a school-trained marketing person, but not a professional who uses it every day,” Jan reflects. “And I realized that the level of demand is completely different today. Checking domains, testing pronunciation, clarifying trademark law—I can’t possibly do that all by myself again.”
Why naming is not a democratic decision
One of the clearest decisions Jan made during the process was to leave the team uninvolved.
“Too many chefs ruin the soup. Basic democracy is fatal for a good, leading brand.”
The team was involved in the strategic groundwork. A workshop was held at Spitzingsee, which they called a “summit meeting.”
- What do we want to do differently?
- How do we differentiate ourselves?
- What does it mean to be a digital manufacturer?
But the decision on the name itself stayed with Jan, his partner Rainer Wieser, and his wife.
The secrecy went a long way: domains were registered through INCREON, trademarks were registered through a separate company, and emails ran through a filtered list. No one on the team had any idea what was coming.
20 names, one weekend, and a turnaround
The naming process resulted in around 20 name options in five strategic directions. Jan’s first reaction: “I looked at each direction and said: Yes, great!”
One name immediately appealed to his rational side: Anglo-Saxon, modern, domain immediately available. The safe choice. But over the weekend, he came to the realization: “I want to build a brand that has lasting value, that doesn’t depend on me as a person, but will also work for future generations.”
By Monday, the decision was made: atares. Derived from the star Antares—the oldest navigational instrument known to humanity. A name that captures the image of a pilot without spelling it out too obviously. Accompanied by the claim “merging visions”—bringing companies together, shaping the future.
When the domain is not available – and you decide to use it anyway
The requested domain atares.com was already taken, and atares.de belonged to a sailboat owner. Negotiations failed. In an overlapping product class, there was an EU trademark belonging to a Spanish bodega. The opposition period expired two days before the planned launch.
There were plenty of rational arguments for giving up on the name. Jan’s attitude: “I have a resistance to that. But I’ll find another solution.” The trademark was registered without any problems. The domain became atares.team. The reason: “We’re a great team, and it just felt right.”
Two coming-outs: the team and the market
Jan staged the internal reveal like a theater performance. A group dinner in a restaurant rented especially for the occasion. A red herring: “We’re not continuing after all, I’ve sold the company.” Then the real reveal, accompanied by a specially composed soundtrack with atmospheric sounds that made the sky full of stars audibly present.
The external coming-out followed at the first “M&A Club Night” in Munich. Three hundred invited guests, a staged dramaturgy from the old to the new name, lights that changed from the old company colors to the new atares colors. “An evening I will remember until my last breath.”
Two years later: “We are no longer formerly known as”
Today, the old name is history. Literally: Jan recently removed it from the imprint. “We are atares. Nobody cares what we were called before.”
The brand has established itself, the name works, and the team lives it. And Jan already has new ideas for what else can be done with the brand.
Jan’s most important lesson: “Listen to your gut. This applies throughout the entire process. Do I even want to do this? Who am I working with? Which name is the right one? These are not decisions that can be answered with checklists.”
About the guest
Jan Pörschmann is managing partner and co-founder of atares, the digital M&A factory for technology-driven mid-cap companies in Munich and Düsseldorf. He has been supporting companies in transactions for over 25 years – from venture capital to corporate succession. He has been chairman of the German Mergers & Acquisitions Association since 2023.
Are you facing a naming decision?
Whether it’s repositioning, a spin-off, or a product launch, a strategically developed name is the foundation for your brand’s success. Talk to us about your naming project.
INCREON Naming
CHRISTINA BASTL
Brand Naming
Contact:
naming@increon.com
+49 89 962286-0
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About the Author: Christina Bastl
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