weak - the name pigeon holes the companies capabilities and limits our growth into new markets. Our current logo and marketing materials including the website are antiquated and not aesthetically pleasing to the eye.  our current brand does not stand out in the marketplace because the name is a literal product - others make the same product, or install it and use the same name for their own companies - most by design because we were the firs they are trying to ride out coat tails but it is not unique enough to be obvious plagiarism. The current name and subsequent web address and email addresses are too long - people complain about them and our staff is embarrassed to give them out. 