The new name symbolises its new brand strategic direction.
It needed to rebrand, and not only for where the company’s ambitions were heading immediately, but for the potential ongoing evolution of the company’s core function.Īs part of its rebrand, YouSendIt announced it was changing its name to Hightail. The challenge it faced was that its aspirations for where it wants to go as a company had grown well beyond just sending large files via the internet. According to their website, the company now aspires to be a service people access to store files, share folders and sign documents – via PC, smartphone or tablet. Today the organisation wishes to offer more. YouSendIt was a descriptive name – in other words, its name ‘did what it said on the tin’. Its naming strategy was very straight forward. It was a web-based solution to transferring files too larger to email. The rebrand, while appearing to be strategically sound, has been met with resistance from long-term customers taken by surprise by the change. The new name and new brand coincides with a significant strategic shift towards a broader service offer and growth strategy. Online file sharing service YouSendIt has recently renamed itself Hightail. It represents disruption, a challenge to the status quo and a future that may be unable to be predicted. Change itself is concept people can be resistant to.
There comes a pivotal point for every company where there’s need for change.
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