How to rebrand: 4 startups that successfully changed their names

June 28, 2017

Air Bed and Breakfast. BackRub. Apple Computer.

These are the not-so-polished names that once defined today's tech giants (AirBnB, Google and Apple, respectively).

They've since rebranded to the household names we known them as today. It seems natural enough, but rebranding is never easy — particularly when it comes to a name change.

In New York, however, a number of tech companies have rebranded and seen success. Here’s how they did it.

Context Media rebranded to...

In January, health information provider ContextMedia rebranded as Outcome Health, signaling an increased focus on activating health outcomes for the patients its technology serves. According to the company’s Chief People Officer Madan Nagaldinne, the rebrand also plays into the pharma world it’s entrenched in, as ‘outcome’ is commonly used buzzword in the industry.

 

Thrillist Media Group, NowThis Media and The Dodo rebranded to...

In 2016, the three media companies announced a merger, forming Group Nine Media along with Seeker and SourceFed Studios, which are both owned by Discovery Communications. While the digital media companies have remained as independent editorial operations, Group Nine Media’s larger consumer reach is targeted at advertisers.

 

Offerpop rebranded to...

Digital marketing company Offerpop was founded in 2009 with a mission to engagement consumers through promotions, sweepstakes and special offers. In 2016, the company rebranded as Wyng to reflect the breadth of its technology, which has powered hundreds of thousands digital campaigns and garnered success through predictive intelligence.

 

10gen rebranded to….

In 2014, 10gen changed its name to MongoDB, which was the name of an open-source cloud computing stack that the company was working on. The name change came because the product had become more successful than the company that created it, and the database company has since gone on to become a billion dollar company.

 

Photos via Facebook and featured companies. 

Know more companies that deserve coverage? Let us know or tweet us @builtinnewyork.

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