"It's rare for a company to give up more than a decade of brand recognizability for a new name."
"It's even rarer for said company to trade their name for the name of a younger, less well-known company."
""Naming a company is like naming a kid," says Grammarly CEO Shishir Mehrotra. "Renaming your 16-year-old is, like, 10 times harder. Swapping the name of your 16-year-old and your 11-year-old is 100 times harder. That's probably what we're doing.""
Grammarly is rolling out a comprehensive rebrand to become "Superhuman." The change abandons more than a decade of established brand recognizability and adopts the name of a younger, less well-known company. The service serves 40 million daily active users. Giving up an established name for a less familiar one is presented as an unusually rare corporate move. The renaming was compared to naming a child, with renaming a 16-year-old described as ten times harder and swapping names between a 16-year-old and an 11-year-old described as 100 times harder. Fast Company's World Changing Ideas Awards early-rate deadline is Friday, November 14, at 11:59 p.m. PT.
Read at Fast Company
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