then to Oracle - a brand that has proven extensible enough to go from relational databases to a dizzying array of software, hardware and services.īuoyed by these precedents and convinced that a new brand was a necessary pre-requisite for our longer-term ambitions, we embarked on the months of planning and preparation that went into this week’s unveiling of Hightail. Software Development Laboratories changed its name twice, first to Relational Software, Inc. Popular music site Pandora started life as Savage Beast back when its business model was listening kiosks in record stores. But there are also many successful name changes made by businesses that, like YouSendIt, simply outgrow their original (often descriptive) moniker.Īs it grew spectacularly in 1997, AuctionWeb changed its name to eBay - a less descriptive but ultimately inspired choice that allowed the brand to expand into a wide variety of retail operations. Name changes are often the refuge of companies looking to escape a less-than-glorious past, such as Blackwater’s rebranding as Academi following its controversial involvement in the Iraq War. After all, changing the name of a well-known service used by over 40 million people is not something to take lightly. From the moment I joined the company, the idea of changing YouSendIt’s name has been the subject of much deliberation and discussion. To say that I’ve been thinking a lot about branding lately is something of an understatement.
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