a single source, nothing corroborates it

Announce the rename as a story told by people

A rebrand told as a memo reads as a memo. One company revealed its new name as the closing item of a founder update at its own conference, with the room lighting changing on the reveal, after hiding the name on a book cover and inside a product screenshot for people to find later. Then budget for the unglamorous half: over a hundred integration partners to chase for updated names and logos, tracked in a spreadsheet, and stale mentions surfacing for years.

The method

1. 01

   Announce a rebrand as a story told by humans: a casual founder video, a live reveal at your own event, and easter eggs planted in products beforehand for people to find later.

2. 02

   Renaming means chasing every integration partner to update your name and logo, and finding stale mentions for years afterwards.

What it returned

• 100

  Over 100 integration partners to contact, tracked in a spreadsheet

• Revealed as the closing item of his conference update, with the room lighting shifting from blue to red, after hiding the new name on a book cover and inside a product screenshot

Sources

• There and back again: the story of renaming ConvertKitNathan Barry · nathanbarry.com · The announcement · 2020-08-04