People do grab their pitchforks, register an excellent posse, and you will burn the net off
Editor’s Note: Visitor contributor Catherine Cook ‘s the Vp, Brand name Means from MeetMe, Inc., a myspace and facebook for conference new-people, and co-inventor away from MeetMe’s predecessor myYearbook. She worked about blog post which have Geoff Make () and you may Jeremy Zorn, both of MeetMe, Inc. Read more in the the writings:
Think of the outcry in the event the Twitter would be to alter its term. One evening if we decided to perform the out of the question: rebrand a social network used by over so many someone twenty four hours. We altered the name off myYearbook, a social networking to own meeting new-people, in order to MeetMe.
Once i been myYearbook within the high school with my brothers, title considered best. But all of our solution and in what way people tried it easily produced title outdated, once we steadily narrowed our focus to at least one procedure: meeting new people. Our provider has been around since the fresh new re also-creativity of your club, an electronic digital coffeehouse, a social gathering put, however, its label explained a senior high school reunion. It had been not surprising that that we have been often mistaken for Class mates because of the our very own primary audience – individuals who had not joined all of us but really.
After past year’s merger into Quepasa Company, i realized we had the best possibility to favor a name that truly match, along with the method would a single internationally brand to have fulfilling new-people. Immediately following a great painstaking process of ideation, internal and external surveying in several dialects, icon creativity, website name acquisition of meetme and you can , Twitter-handle purchase of to eliminate a cooking pot-puffing Elmo experience, securing the latest ticker See into the NYSE AMEX, and mindful click-because of price testing – aside from that late night in the office which have a Ouija board and you will a rabbit’s foot – we settled on MeetMe.
There was a single disease: we’d zero layout to possess creating a good rebrand correct – only nightmare stories of doing they incorrect. When NBCUniversal’s Sci-Fi Channel changed their title so you can a jargon name to possess syphilis, it had been ridiculed. Whenever Netflix revealed they certainly were altering their Digital video disc-by-mail solution in order to Qwikster, personal outcry and you may a great plummeting stock rate contributed to a-sudden alter out of arrangements. If giant million-dollars enterprises consistently mess up rebrands so terribly, how would we hope to acquire due to ours unscathed https://datingmentor.org/cs/ilove-recenze/ – specifically that have a supposedly fickle social neighborhood.
Yet , which is precisely what i did. Almost a month after the rebrand, an important measuring sticks i used to evaluate user purchase and you may engagement have got all stayed steady, or even increased.
I took place this road 50 % of-hoping to clean out up to double-finger proportions of your member ft; rather our very own audience expanded
Right away, we approached this new rebrand significantly less than no delusion that our professionals carry out agree of transform. What we should had been performing try profoundly unpopular, so we realized it. You to definitely information coloured most of the decision i generated. Regardless of if studies conveyed our very own participants extremely involved myYearbook to satisfy new-people, it nonetheless a whole lot appreciated title “myYearbook” – whatsoever, that is the services it decided to sign up!
We understood this new limits were higher, however, we had been indeed amazed one to in other surveys merely 17% told you they might never join once again when we altered our very own label to MeetMe. Some could have tested the same research and you can think twice about rebranding whatsoever, but we were pretty happy it was not 80% and work out that claim. We thought the vast majority of individuals who generated for example an excellent allege carry out in reality stick around, because their family relations and you may community is here. We just needed to guarantee that we failed to incite a-riot otherwise an anger that would ignite a keen exodus.