SaaSguy profile picture
SaaSguy profile picture

SaaSguy

Account Executive

Tycoon
Big Shot
Politicker
+8

Is a re-brand good or bad news?

Some companies I've noticed have rebranded recently (tripactions -> Navan, etc)


Is this a good sign or bad? Debate going on amongst my team on whether this is good or bad. I think its situational.

A few tech companies have red-branded recently - is this a good thing or bad thing?

Attached poll
*Voting in this poll no longer yields commission.
โ˜๏ธ Software Tech
15

21 comment

Sort by:
Kosta_Konfucius
Politicker
9
Sales Rep
We had to rebrand since we got a cease and desist since we had the same name as another company. It actually was the smart move, since everyone would think of the wrong company when googling us
SaaSguy
Tycoon
2
Account Executive
You'd think a little research would go into picking a name, like another company having the same name ha. RIP Bodega Boys podcast
Wellss
Tycoon
4
Channel sales
In the middle of a rebrand, I'll let you know how it turns out...
SaaSguy
Tycoon
2
Account Executive
god speed
CuriousFox
WR Officer
4
๐ŸฆŠ
Totally depends. Makes me think of a beer company that had a totally fine name, but rebranded b/c of possible racial undertones. Gotta do what's best ๐Ÿคทโ€โ™€๏ธ
detectivegibbles
Politicker
3
Sales Director
Have to take it at face value and assume situational.

Tons of factors.

Red flag would be a 2nd and 3rd rebranding in within short period of time.
Diablo
Politicker
2
Sr. AE
It depends, positioning is a bit tough and takes a long time in the consumer space.
RedLightning
Politicker
2
Mid-Market AE
I worked for a company that rebranded because the CMO sat near the sales pit and constantly heard us repeat our name over and over again because people couldn't understand it on cold calls.

So, it depends.
SaaSguy
Tycoon
1
Account Executive
thats hilarious
countingmyinterest
Politicker
2
Account Executive
Itโ€™s situational imo. But I sold for a brand that was a household name and then they rebranded and it absolutely killed the brand name.
TennisandSales
Politicker
2
Head Of Sales
...i mean its ALWAYS situational haha. idk how you can make a blanket statement that its always good or bad.
SaaSguy
Tycoon
2
Account Executive
some argue the rebrand itself, regardless of reason is bad.
TennisandSales
Politicker
0
Head Of Sales
hmm....why?
SaaSguy
Tycoon
1
Account Executive
I don't necessarily agree, just sharing the debate my team has been having as we notice these rebrands. Sounds like they argue rebranding means 1) you lose all brand recognition 2) people assume the worst when you rebrand and that things internally must be in turmoil/rebranding to hide from something
TennisandSales
Politicker
0
Head Of Sales
ah ok interesting! i feel like it depends on the stage of the company and what the reason is.

when i see a company rebrand, i expect there to be something NEW . new product, or vision or target market.

and that if it makes sense, then it will be viewed as a positive.

but if a company rebrands.....and doesn't release anything new? bad sign in my mind.
punishedlad
Tycoon
1
Business Development Team Lead
I was personally offended by the TripActions switch. I think the new name is garbo, and TripActions was a perfect brand name for what the product does.

I do appreciate wrapping the functions from the TripActions app in with Liquid, but I don't think an entire rebrand to some nebulous name like "Navan" was necessary.
SaaSguy
Tycoon
1
Account Executive
i use it and totally agree
sketchysales
Politicker
1
Sales Manager
Depends how major the rebrand is, ive been through a couple rebrands and the outcome in both has been positive.
jefe
Arsonist
1
๐Ÿ
Definitely depends on the reasoning and how it's being done.

I went through one, coupled with a launch of new software but there were NOT enough of the features required ready so it was a tough go.
TheEnglishMajor
Opinionated
0
Account Executive
Sometimes itโ€™s a signal of about to go public. Iโ€™ve seen it many times. Iโ€™m in the interview process with navan actually and they are looking to go public next quarter. This was all part of that, trying to rebrand themselves as a broader travel and expense management system, not just travel
Maximas
Tycoon
-1
Senior Sales Executive
For people who know their products already I don't think it matters as for em it would be just a name change!

But for new folks that might make a difference since those are the main target for the Re-branding change just to make it more appealing to the new prospects!

Related posts

17
Members only

Bad News Delivery

Discussion
๐ŸŽˆ
๐Ÿฐ
๐Ÿ™
31
7

Frequent job changes good or bad?

Question
๐Ÿน
๐Ÿค
๐Ÿ—ฃ
8
19
Members only

SKO's Good or Bad?

Discussion
๐Ÿ™
๐Ÿ’ผ
โœˆ๏ธ
22
SKO's worth it?
38% Yes
22% No
40% Beats working
129 people voted
Bravado is a community of trusted sales professionals endorsed by their customers.
Apple Store logo
Products
The War Room Jobs Salary Guide Tech Sales U
Company
About Us How It Works Blog Bug Bounty
Contact
Press Careers
ยฉ 2024 Bravado Inc. All rights reserved.
Privacy Policy Legal and Privacy Center Sales Jobs
If you are hired as a contract sales rep by a Bravado customer, we may ask you to prove access to the employee email account provided to you by that customer. This data will be shared with customers to track your sales productivity; customers can use this data to confirm you meet the minimum activity requirements to pay out your ramp stipend and commission.