I often wonder if companies and businesses get "old". Especially those who have been around for a while. What I mean is, people know your name and business, but overlook you for newer companies that they haven't heard of before. Do people have a tendency of overlooking established businesses in favor of new ones? For instance, if your company has an ad in the phone book, and it's been in there a while, will potential customers overlook you for someone new who they haven't heard of before? Can you over-advertise, wear out your name and business, make people weary of hearing from you? It kind of goes against brand and name recognition, I know, but I often wonder how much of this goes on. Listening to the radio all day, I hear ads over and over again for the same mortgage companies, car dealerships, etc. I kinda get preturbed when I hear the same ads and same voices and same names over and over again. Especially from some of the bigger companies. I would not consider dealing with them just because their ads annoy me. I know it sounds corny, but I think that advertisers can piss off their intended target. So, if this does happen, what can be done about it? Are there ways to renew your company, make things different, attract new customers that might otherwise be weary of your company? Is there a way to make longevity a good thing, and keep it from being a negative? I ask because next year will be my 10th season. I'm kinda looking to re-invigorate the company and the name and recognition. I thought of a name change, but I hate to throw away what recognition I have after 10 years. But at the same time, I don't want my company to become "old" to my potential clients, keep them from coming to me and going to any new people. Any thoughts?