Few would debate that the Ford Taurus of past generations was about as unexciting and commonplace as a loaf of bread. But the new Taurus SHO (Super High Output) is attempting to shatter that dull image with the vibrancy of a very potent 365 horsepower engine. But this Ford offers more than just power. One of its main selling points is that this new Taurus has the power of a V8 and the fuel efficiency of a V6, in this case a 3.5 liter ?ecoboost? V6. How did Ford manage to strike such an ideal compromise between horsepower and efficiency, and between excitement and utility? It certainly wasn?t due to new, innovative engineering, nor cutting-edge technology. They simply did what most car companies (including themselves!) did back in the late 1970s and early 1980s in response to the energy crisis: they added a turbocharger (two in the case of the new SHO) to an existing engine in their lineup.

Turbochargers allowed car companies to use eco-friendly, efficient, and small four-cylinder engines without completely sacrificing power. But as the energy crisis and obsession with efficiency and gas mileage waned in the early 1990s, naturally aspirated V6s and V8s (without turbos) made their triumphant return. Only a few manufacturers, such as Audi/VW, Volvo, and perhaps most ubiquitously, Saab, continued employing the proven formula of small turbocharged engines. And anyone familiar with Saabs knows of their legendary fuel efficiency?and it?s no coincidence that their cars used small turbocharged inline-fours almost exclusively.

Without a doubt, today the turbocharger has whooshed its way back into engine bays, and this time it seems that it will be here to stay. These new turbo engines are much more performance-oriented than their predecessors, and have found their way into sporty cars instead of pedestrian ones. Budget imports like Subaru?s WRX and Mitsubishi?s Lancer Evo, and domestics like the Dodge Neon SRT-4, all use turbos. The immense popularity and affordability of these cars, their reputation for thrilling performance, and movies like The Fast and the Furious, which abounds with turbocharged cars chirping their blow-off valves, have created a generation of car tuners lusting for that oversized snail lurking beneath the hood.

Above all, turbocharging in its various guises has become such a popular modification because it is by far the best bang-for-your-buck, assuming you know what you?re doing, of course. A large intercooler conspicuously showcased behind the front bumper, the ?pshh? sound of a blow off valve between gear shifts, and the intoxicating, jet-like sound of a spooling turbo are all bonuses that tastefully alert any tuner to the fact that your car is packing a lot more than your average import.

Obviously, a turbo kit is a desirable upgrade for anyone looking to substantially augment their car’s power. But what exactly is a turbocharger, and what?s so special about it? At its most basic level, a turbocharger is simply an air pump/compressor driven by hot exhaust gases. On non-turbocharged engines, the exhaust gases from the engine run uninterrupted through an exhaust manifold(s) and through the rest of the exhaust system and out the tail pipe.

A turbocharged engine is a bit more complicated. On such an engine, instead of flowing straight through to the muffler, exhaust gases first travel through an exhaust manifold (turbo manifold), which collects and directs all of the exhaust gas into a large opening of the turbo that leads to the exhaust turbine (see picture below). From here, some of the gases flow out of the back side of the turbo, through a down pipe, and out the muffler like in a naturally aspirated engine. But the majority of the hot gases flow into the exhaust turbine, and in doing so the moving air spins the exhaust wheel (a small metal fan with many blades) inside of the exhaust turbine. This moving air causes the wheel to rotate very quickly?sometimes as high as 120,000 RPMs. The exhaust wheel sits on a shaft that rotates with it; on the other end of the shaft there is another wheel, known as the compressor wheel. This wheel spins at exactly the same rate as the one in the exhaust turbine, but it does nothing with the exhaust gases. Instead, ambient air is drawn through the turbocharger?s inlet pipe, where the rapidly moving compressor wheel literally compresses the air above atmospheric pressure, and then sends it out of the compressor?s outlet, where it then flows to the inlet of an intercooler en route to the engine’s throttle body and intake manifold.

The amount that this air is compressed varies widely depending on things like the stoutness of the engine?s internal parts and the fuel and engine management systems. This amount is measured in pounds per square inches, and is commonly known as ?boost.? So low boost is around 5-10 psi (above atmospheric pressure), medium boost is around 10-15 psi, and high boost is 15-20+ psi. While this is a huge over-simplification, the more boost a certain engine produces, the more power is generated. In general, an increase of about 10 horsepower accompanies every 1 psi increase in boost. Right off the bat, it?s obvious that a lot of power can be made from boost?at only 5 psi the engine would still be producing roughly 50 more horsepower than if it did not have a turbocharger. Compare this power increase with what could be had by a set of expensive, difficult-to-install camshafts on a non-turbo engine, which might afford the engine 10-15 horsepower more, and it is obvious that turbocharging is the way to go for serious power increases.

Be sure to come back soon to the Raleigh Tuner Car page for the step-by-step process of turbocharging the engine of a Nissan 240sx, and in doing so increasing power from 155 to 400+!

Questions? mformeister@cox.net

During these uneasy economic times, most people are looking for ways to cut back on their expenses. One way of saving money is buying a used car instead of a brand new car. When purchasing a used car from an auto dealer, it is important that you know as much about the car as possible to avoid serious problems with the car after you drive it off the lot.

The following are questions to ask a used auto dealer when searching for a used car:

1. Does the dealer have a copy of the car’s history? Whether new or used, each car for sale includes a Vehicle Identification Number (VIN.) The used car dealer can use the VIN numbers to acquire a report detailing such information as the car’s history of mileage, accidents, service history, and number of owners…etc.

2. Has the used car been inspected and passed the inspection? Before being allowed to go on the road, every car must have passed a safety inspection. You should also be allowed to see the mechanic’s inspection report. If any part of the car has had a repair or parts a replacement, make sure you see a report of what was done to the car.

3. Where did the used car dealer get the car? You should find out who last owned the car. Was it an individual or auction? If it was an auction, make sure you have a mechanic check it over for any problems.

4. Can you take the car for a test drive? It is important that you take the car for a test drive. You will see if the odometer is working properly and the car itself is not making unusual sounds such as a loud muffler or squeaky brakes.

5. Can you have a copy of the CarFax report? It is important for you to see that the vehicle identification number for the matches the VIN on the CarFax report.

6. Does the used car dealer have a return policy? If so, what is it? You never know if there is a problem that is hard to discover such as an internal problem in the engine. It is important that you buy a used car from a dealer with a return policy.

7. Will the used car dealer offer a better deal if you pay cash instead of financing? Many used car dealers will give a discount if one pays cash for the car.

8. Are there new parts in the car? It is important that you know if there are any new parts such as tires or a muffler. You will want to make sure that you are given the warranty documents.

9. Is the used car odometer accurate? You want to make sure the mileage is correct. There may be a shady dealer out there who may reduce the mileage in an effort to sell the car.

10. Does the used car dealership take trade-ins? You can often save money if you trade in a car when purchasing a used car.

Because a used car has a driving history, it is important that you have all of the facts before you make a purchase. It will help you avoid a lot of extra expense or possibly buying a “lemon.”

Being a mom is a full time job in itself. There are a host of daily tasks that need to be done in addition to taking care of kids. For moms who are looking for a way to earn income from home the opportunities are endless with the growth of the Internet.

The next question is “What work from home business opportunity is best for me“?

One home based Internet business is creating income for moms and other entrpreneurs working from home using some of the most cutting edge Internet marketing tools, websites and online marketing techniques.

The “Carbon Copy” system allows anyone with little or no Internet marketing experience the ability to use the power of the Internet to grow and run a work from home business.

Developed by home based business entrepreneur Jay Kubassek the system uses cutting edge websites and marketing techniques he learned to make oer $500,000 dollars in his first year.

Jay Kubassek was a high school drop-out who was working at Midas Mufflers when he stumbled across an ad in the paper which offered a work from home opportunity that coiuld provide a $50,000 plus per month income.

Kubassek was extremely skeptical but decided to give it a try anyway and within 6 months had “fired his boss” at Midas Mufflers and eventually earned over $500,000 dollars in his first year.

He had to borrow the money to get started from a friend since he had lost thousands of dollars on MLM’s, affiliate programs, pramid schemes and other networking marketing businesses that made more for the ownership than for the actual members.

Jay took all of his knowldge and determination and funneled that into making this business work and took all the techniques and marketing tools and set those up so that others could follow his systema nd become successful.

The work from home business that Jay started has since helped thousands of people earn a full time income from home including many earners making over $100,000 per month.

This business opportunity is being used by stay at home moms who are looking for a way to cash in some of their free time and convert that to income.

The beauty of this work from home business opportunity is that it provides great training and support along with some of the best Internet marketing materials on the Internet that anyone with little or no experience can plug in and put to use.

For stay at home moms that need a flexible schedule and working hours this program provides the freedom for them create their own schedule and cash in on the over 1.5 billion Internet users world wide. With Forbes Magazine predicting over 70 million people to launch a home based business in the next 5 years there has never been a better time to get started.

Internet marketing pro Sean Callahan is working with Kubbasek and others helping to train moms and other work from home entrepreneurs to start earning a part time or full time income using their proven marketing strategies.

If you are a mom looking for a work from home business opportunity then visit the followingf websites for more information

Trends come and go, and fashion can be so unpredictable because it can change anytime. If you want to dress your kids in a fashionable way during the fall season, you need to keep yourself updated as the trends transform quickly. The clothes that are currently “in fashion’ right now could become out of fashion when the next fall season arrived. The Room Seven fall clothing is sure to meet all of your needs.

Replacing your children’s outfit every time just to keep them in pace with these changes every fall season can be very expensive on your part. One more thing, it is not advisable to spend more on clothing for your little ones during the fall season because this time is too short, might as well take into account how you can save for beautiful and trendy fall clothing for your children.

Similar to other seasons, there are a certain look and certain collection of clothes that never goes out of fashion. Room seven fall clothing for 2009 has made all the wonderful creations for your children. With a combined classic style and a trendy style, you can be sure that your children’s outfit will never go out of fashioned.

Room seven fall clothing for 2009 collections is designed based on the ideas of classic styles, which are also inspired by the young people. Room seven know your needs that is why they have created their clothing collections wonderfully and at the same time, they have added details on purpose because they want the young people to appreciate these designs.

Room seven fall clothing for 2009 caters for both young girls and young boys. The 2009 collection for the girls is available in red, pink, gray and black colors, all designed superbly. Long socks that match the cute knitted dresses are also included in the 2009 collection. There are also some mufflers, sweaters and cute jackets that will surely fit your little girls.

Room seven fall clothing for 2009 collections for boys includes pants, shawl, sweaters, jackets and mufflers and cardigans. The colors are available in gray, black, blue, white and dark brown, and mocha brown.

Where can you find Room Seven fall Clothing for 2009 collections?
Room Seven clothing collections are available now in different stores. If you have time, you can check the nearest department store located in your place and see if they have the Room Seven clothing lines, specifically for the fall season.

If you can’t find these clothing collections from the department store, you can always try checking other stores in your country. For some people, they go out of town to check if other stores have this clothes, anyway, doing this is worth of their time, effort and budget because as mentioned, room seven fall clothing for 2009 never goes out of fashioned.

Another option is to browse through the internet and find one site that will link you to Room Seven’s clothing collections.Trends come and go, and fashion can be so unpredictable because it can change anytime. If you want to dress your kids in a fashionable way during the fall season, you need to keep yourself updated as the trends transform quickly. The clothes that are currently “in fashion’ right now could become out of fashion when the next fall season arrived. The Room Seven fall clothing is sure to meet all of your needs.

Chainsaw parts can often present problems in respect to finding the right parts when they need to be replaced and many times, woodcutters can incur unnecessary espense by simply going out and buying a new chainsaw.

Preserving chainsaw parts comes down to good maintenance practices; maintaining and looking after your saw on a regular basis will ensure the vital components are preserved longer and will give you greater service. Ignore general maintenance and it not only becomes expensive and frustrating but safety issues can come into play.

When purchasing a chainsaw, it’s good practice to buy from a dealer which provides back up service and parts. For example, buying a Stihl saw from a Stihl dealer means specialist parts shouldn’t be a problem when they’re needed and the same goes for Husqvarna, Echo, Poulan and so on.

Dissecting a chainsaw’s parts means concentrating on a dozen or so aspects of a machine which combine to produce the overall work output. These are some of the parts which you need to pay special attention to during a chainsaw’s life.

- Chain catcher…this is a safety part which protects the user from being injured by a renegade saw chain.

- Anti-vibration… vibration can cause undue stress to a user’s arms and joints. Anti-vibration systems absorb much of the vibration output ensuring smoother handling.

- Chain brake… kickback is a common concern with chainsaw use and causes many accidents. The chain brake was introduced during the mid 90’s as a way of putting an effective stop to the chain if kickback occurs.

- Muffler… noise has always been associated with chainsaw use and the muffler assists in alleviating part of this problem by absorbing a good part of the noise thus having less impact on a users hearing.

Flywheel… this part has a two-pronged benefit as it not only controls the speed of the engine but also has coolant qualities. While powerful, chainsaws are not excessively big machines but produce enormous amounts of power. Heating could be a problem however, flywheels reduce a lot of the heat stress.

Other chainsaw parts include the clutch, decompression valves and throttle valves which all have an important part in the performance of the machine.

Maintenance of chainsaw parts should be done on a regular basis. Sharpening of a dull chain, checking the fuel system and making sure it’s clear of unwanted contaminants, checking the chain system for correct tension, air filters, spark plugs and making sure the muffler is clean and undamaged on a regular basis will all help to preserve the vital parts of a chainsaw.

Don’t forget, maintenance of chainsaw parts is not just about checking them regularly. When your machine is not in use, storage is also an important factor. If your machine is in limbo for any length of time, you’ll need to perform tasks such as draining the fuel tank as well as from the carby line and draining the machine’s oil. There are other areas you need to pay attention to which should be listed in your chainsaw service guide. The saw itself you be stored away from the elements.

STARTECH, a Germany-based company that exclusively tunes up Chrysler and Jeep vehicle models is adding up a new item on its entire range of professionally tuned up product lineup.

This time, STARTECH applied their professional ingenuity, and made a sporty design as well as engine tuning for Chrysler Group’s Dodge Caliber 2.0 CRD diesel model. Moreover, the German tuning company also included a prominent aerodynamic enhancement kit for the vehicle. STARTECH engineers and designers have developed this aerodynamic enhancement parts to add to the Dodge Caliber’s overall sporty design appearance and improve aerodynamics.

STARTECH gave the Dodge Caliber 2.0 CRD with front fascia upgrades, which improves the compact car’s front styling as well as reduces the lift on the car’s front axle. At the rear fascia, the Dodge Caliber 2.0 CRD received numerous auto parts enhancements from STARTECH. These include custom-tailored STARTECH lift-gate with a rear spoiler attached on it, stylized left and right tailpipes, and the STARTECH sport exhaust system. In addition, the Dodge Caliber 2.0 CRD now features a lower and sleeker appearance on the side, thanks to STARTECH’s side body cladding. This completes the STARTECH exterior enhancement package for the Dodge Caliber 2.0 CRD.

Furthermore, STARTECH also offers an optional stainless-steel rear muffler for its customers. This stainless-steel rear muffler is equipped with one oval tailpipe on either side that is compatible for all engine types of the Dodge Caliber. Two versions of this sleek rear muffler are available: one version is integrated with the STARTECH rear fascia, and the other one is installed in combination with the stock bumper. With this quality exhaust package, STARTECH said, “The exhaust system lends the Caliber not only a more thrilling rear appearance but also a more powerful exhaust note”.

STARTECH also offers a bunch of quality wheels and tires combination for the Dodge Caliber to ride on. The German tuning company is offering custom-tailored STARTECH Monostar wheel and tire combo, which include Monostar IV 19-inch five-spoke wheels wrapped with to 245/40 R 19 performance tires, and the exclusive Monostar IV 20-inch wheels covered with 245/35 R 20 tires.

There are also numerous customization options for the interiors of all Dodge Caliber models called the STARTECH Lifestyle interior package. But unfortunately, STARTECH said this interior package is not yet available inside the Dodge Caliber 2.0 CRD. Meanwhile, customers can instead choose a variety of STARTECH optional features for the Caliber compact car. To improve the driving feel, STARTECH offers polished aluminum trim for gear shifter and foot pedals, as well as door-lock pins. High-quality floor mats with STARTECH signet are also available.

The STARTECH SD3 performance kit gives the Dodge Caliber 2.0 CRD equipped with 2.0-liter common-rail four-cylinder engine an additional power and torque output of 40 hp (29.4 kW) and 50 Nm, respectively. The engine now pumps out a maximum 180 hp (132 kW) at 4,000 rpm and pulls out 360 Nm amount of peak torque rotation between 1,750 and 2,500 rpm. From 9.3 seconds, the STARTECH tuned Dodge Caliber can now accelerate from 0 to 100 km/h in just 8.6 seconds, reaching a top speed of 201 km/h.

Watch out for other upcoming STARCTECH tuned up Chrysler and Jeep models. Probably the newly released Jeep Grand Cherokee with Jeep tail light guard will be included.

Duramax Diesel Performance?. what more needs to be said? The Duramax came out with the fastest truck in the nation with their high horse power LBZ motor. The duramax is ideal to build up for power because of the almost bullet proof Allison Transmission that the truck comes with. In this article I will talk about a few of the popular modifications that are done to the Duramax.

The most popular modification for any diesel is the performance chip. One of the most popular ones out there for the Duramax is EFI Live which allows you to put custom tunes on your Duramax. You can use it to custom tune your own engine and transmission, so you aren?t restricted by pre-made tunes. It increases power, economy and shifts. Another popular tuner for the Duramax is the Diablosport Predator which comes with three performance tunes. It is uploaded into the trucks diagnostic port and puts in the performance or economy programs of your choice and has the ability to check trouble codes and adjust the speedometer for bigger tires.

Another popular modification for the Duramax diesel is a cold air intake. Probably the most well known are AFE Intakes. AFE Intakes come with five protective layers and give maximum air flow with premium filtering. They also have a filter upgrade that has 7 protective layers. Getting air into the engine is important because the more air into the engine, the higher the percentage of fuel that can be combusted. So you get the power at the wheels and better economy versus losing it out the tailpipe in a black cloud.

The third most popular modification made to the Duramax is an upgraded exhaust system. This is important especially if running a chip because the higher flow exhaust system will keep temperatures lower and the engine won?t have to exert the effort to push the exhaust away if it can flow freely away. The free flowing exhaust increases power and economy and relieves engine stress. Many people don?t want to pay the full price for a complete exhaust system. So a lot of people are using what is called the Aero Turbine Muffler. It is just a muffler replacement, but the Aero Turbine Muffler acts like a jet engine and increases the speed of the exhaust as it flows through giving benefits similar to a full exhaust system.

How is organic cashmere and pashmina produced?

Well the best organic cashmere and pashmina you can ever find is at Kashmir( http://www.kashmirstorz.com) the valley close to himalayas..

It is basically a super fine quality of wool, which is hand woven, eco friendly.

The Major Steps of producing it are as follows.

1. Wool Collection

First of all the wool from Chyangra (Capra Hircus) goat is collected. The Cashmere wool

is collected every spring. Then the soft fine cashmere is separated form the thick coarse

hair. And both the soft cashmere and the thick coarse hair is taken for their further

process.

2. Spinning

The cashmere wool is collected every spring and is basically spun by hand. The yarn is

spun on a spinning wheel locally known as ‘Charkha’. Prior to spinning, the raw material

is treated by stretching and cleaning it to remove any dirt and soaked for a few days in a

mixture of rice and water to make it softer. Hand-spinning is an extremely painstaking

task. It requires immense patience, dexterity and dedication and is amazing process to

watch.

3. Weaving

Cashmere yarn is too fragile for the vibration caused by power looms, the weaving of the

traditional 100% cashmere shawls are therefore done on hand-looms. It is essential for

the weaver to have a uniform hand. for par excellence fabric. Weaving here is done with

a shuttle carrying the soft cashmere yarn through the fine yet strong silk warp. The

weaving process is in itself an art, which has been passed down over generations, to give

Chinar Softech ?Exporters and Manufacturers

Website:-www.kashmirstorz.com Email:-contact@kashmirstorz.com

you the fabulous shawls, which we offer. It takes about four days to weave a single

cashmere shawl. The weaving of cashmere products differ according to the nature of

cashmere products. Different looms are required to weave different cashmere products.

For cashmere shawls, cashmere stoles, cashmere mufflers, cashmere scarves, cashmere

blankets and cashmere sweaters are woven in different looms and they takes different

amount of cashmere fibers and takes time accordingly.

4. Fringes and Designs

The attractive and excellent fringes and beautiful designs in cashmere shawl will be

different than the others. Fringe and designs add extra beauty to cashmere shawls and

other cashmere products. The making of the distinctive cashmere fringe and designs is an

interesting stage of shawl making. Because the fringe and design making process is

artistic and delicate process it takes hours to fringe and design each cashmere shawl or

any other cashmere product by the expert.

5. Dyeing

Dyeing is also done by hand, and each piece individually. Dyers with immense patience

and generations of experience are the one who dye the cashmere shawls, Cashmere

stoles, cashmere mufflers, cashmere scarves, cashmere sweaters, cashmere blankets and

other cashmere products, as even the smallest negligence reflects on the quality of the

product. Only metal and azo free dyes are used, making the shawls and other cashmere

products completely eco-friendly. The pure water used for dying is pumped up from deep

beneath the surface. Dyeing is done at a temperature just below boiling point for nearly

an hour. Cashmere wool is exceptionally absorbent, and dyes easily and deeply.

In this way a fabulous cashmere shawl, cashmere stole, cashmere scarf, cashmere

muffler, cashmere sweater, cashmere blanket and other cashmere product is made. Since

making of cashmere products is an pain staking, artistic and time consuming process

therefore the quality and the price of cashmere products are incomparable to other

garments or fibers.

For more information you can visit http://www.kashmirstorz.com

Ravi kaul

Chinar Softech

http://www.kashmirstorz.com

What are Performance Parts? First you should know this. Performance Pats are mostly engine and surrounding parts, which is used to get better fuel mileage and more horsepower from your vehicle. These Performance parts are made by using advance technology. These Performance parts can easily increase your vehicle efficiency.

There are many types of Performance parts which are used these days. These Performance parts are available for every vehicle. Some of the common performance parts are:

- Air Intake System – Air Intake System are designed for every vehicles. These systems are beneficial in many ways such as for increasing horsepower, for increasing throttle response and for increasing efficiency for more mpg. By doing this your vehicle’s engine will be come more responsive.

- Stainless Steel Muffler – These mufflers are made up of high quality T-304 stainless steel. This special quality steel resists rust, corrosion and heat. By using this muffler you can get deep throaty exhaust tone by putting the pedal to the metal. It can add 8-15 HP more. And 8-12 TQ also.

- Power Performance Speed Chip – This is most important thing in enhancing and upgrading a vehicle. These special Power Performance Speed Chips is designed by highly specialized R&D staff for your exact model and make. These Power Performance Speed Chips serves only one purpose and that is to increase the output of an engine in a safe way and without expending too much money behind it. The Power Performance Speed Chip has many benefits also such as it increase in power up to 50 HP, faster acceleration time, it increases engines efficiency and it also extends life of spark plug and the engine too. These chips come in fully adjustable mode and are unique for every vehicle.

- Performance Fuel Ionizer – These Performance Fuel Ionizers are just made for increasing the fuel economy. Anyone can increase the fuel economy by 25%, just by using this Performance Fuel Ionizer. These Fuel Ionizers are made up of high quality Neodymium – The Earth Magnets. These magnets get mixed with the molecules in gas and improve the overall combustion. Due to this engine gets more optimal and efficient burn and hence good mileage.

- Iridium Spark Plugs – This high performance Iridium Plugs can prove more than 8 HP on various vehicles. In this set you will find various types of spark plugs specially made for your vehicle model and engine. Till now Platinum was used in spark plugs because it is more durable but not most. Iridium is 8 times stronger, 4 times harder and it has a melting point of 1200 degrees. And this quality put it over Platinum. This gives long life to the spark plugs. The smaller size of Iridium electrode with the tapered ground electrode, allows more room to flames for producing more efficient combustion. With an Iridium Spark Plug you can travel up to 120,000 miles. Many big automobile companies such as Lexus and Toyota are using this technology in their new models.

All these things together makes a perfect combination of Performance Parts and if you are using all these parts in your vehicle then nothing can stop your vehicle from giving better performance, high efficiency, fuel economy and more power. And the acceleration rate will also increase. All you have to do is to choose the right performance parts for your vehicle. Many big automobile companies may advice you not to use these performance parts and there is a reason for this advice. The reason is that automobile companies will never prefer using performance part which is made over their technology by some other companies. If this happens then no one is going to replace their vehicle parts with the companies produced parts which are extremely expensive. So it is on you to decide which part will be best for you, a cheaper of best quality or an expensive one.

When asked, most business owners will admit that their companies have changed, adapted and evolved over time, to better serve their clients needs. These natural course corrections will often lead to entirely new products and services, yet the original corporate identity often remains in place. This old, static image can be confusing at best and costly at worst.

? Only a tiny fraction of Radio Shack?s sales comes from radios.

? Southwest Airlines flies all over the U.S.

? Burlington Coat Factory sells more than just coats (and has used a good deal of marketing budget to drive that message home)

? CompUSA (Computers in the United States?) filed for bankruptcy while Best Buy continues on.

One sure sign that you may need to rebrand is if you find yourself continually explaining what your company really does. Minnesota Mining & Manufacturing had to rebrand to 3M to accommodate their growth into other areas. Kentucky Fried Chicken rebadged to KFC, allowing them to expand their menu and avoid the negative connotations of ?fried? foods.

Another way to look at the issue is to think in terms of a drag co-efficient. If your company brand is outdated, inaccurate or misleading, estimate how much more advertising it requires to explain and clarify the message — 20%, 30%, more? And what about lost opportunity costs of potential clients who simply don?t consider your company when it comes to buying your products and services. Would most consumers know that The Company Store sells bedding, bath accessories and sleepwear?

One solution? Make the shift from a product-identified name to a metaphor type name. For example, rather than having a name such as Muffler City, which keeps you locked into one category, consider the example of Midas Muffler, which plays off King Midas?s golden touch to convey excellence in workmanship. When Midas expanded from mufflers to brakes and shocks, they didn?t need to change their name. In fact, they simplified it to Midas.

Apple also chose wisely, which allowed them to officially drop the word ?Computers? from their name last year and expand into music. Amazon used the image of rich diversity and abundance, and their product line expanded to fit the image. Books-A-Million, a product-identified brand name, works hard to let consumers know they also sell kids toys and coffee mugs.

Another alternative when rebranding a company is to go with a key attribute name. These timeless names work well even when your products and services change. They focus on the benefit behind your company and not the goods it currently offers. Examples include the previously mentioned Best Buy, as well as Sir Speedy, Priceline, Service Masters, TruValue, Comfort Inn, etc. By aligning with your core benefit, you can continually modify your service offerings without having to change your company name.

Re-branding your business can improve your bottom line by conveying your company?s core value and brand message. It can shift your sales team?s focus from a defensive posture (i.e. explaining common misconceptions about your company,) to a more productive discussion of your key benefits and solutions.