Rebranding is a strategic move that companies undertake to alter their name, logo, or overall image to align with a new direction in their business or market positioning. One of the main reasons for rebranding is when a company’s previous name is restrictive, no longer accurately represents the business, or the company is expanding to new markets, and the previous name does not fit in.
Today, we will take a look back at one of the most notable rebranding successes in corporate history – the transformation of daPulse into monday.com. The company’s rebranding efforts helped to reposition the brand and drive significant growth, making it a prime example of how rebranding can be a powerful tool for companies looking to expand and evolve their business.
Rebranding from daPulse to monday.com was a strategic move that allowed the company to better align its brand with the project management industry and expand its customer base. The new name was chosen because it was simple, generic, and memorable, making it easier for people to remember and find. Additionally, monday.com was a more fitting name for a project management tool as it evokes the idea of starting a new workweek and getting organized.
The previous name of the company, DaPulse, proved to be a hindrance as it was frequently mocked by both internal staff and external individuals who failed to grasp the correlation between the name and the company’s offerings.
When we were first starting out, our priority was on building the best product we could, and less so on the name. Based on what we felt was the essence of our tool, a platform to help you keep your finger on the pulse of your team, we identified with the concept of a pulse. After searching for domain options, the only website available was dapulse!
Roy Mann, CEO and Co-Founder of monday.com
The name seemed to have been chosen based on the availability of a corresponding domain rather than any meaningful connection to the product, resulting in constant teasing. Some even jokingly compared the name to that of a hip-hop artist rather than a reputable cloud software provider.
I knew it was really bad when I went to TV for the first time in my life and all the anchor could focus on was how bad the name Dapulse was.
Joel Goldstein, monday.com
The rebranding process involved a lot of planning and research. The company’s founders, Eran Zinman and Roy Mann, worked with a branding expert to identify the best new name and secure the new matching domain name. This required negotiations with the owner of the monday.com domain and a significant financial investment.
I always struggled to find a way to describe what our tool does in a sentence, but I can easily describe it in a word: monday.
Roy Mann, CEO and Co-Founder of monday.com
The rebranding effort paid off, as monday.com quickly gained traction in the market and attracted a large number of new customers. Prior to rebranding in November 2017, the company had 18,000 paying customers, but by 2018, that number had grown to 35,000, and by 2019, it had reached 80,000.
In becoming monday.com, our vision is finally encapsulated in our name.
Roy Mann, CEO and Co-Founder of monday.com
Today, monday.com is widely recognized as a powerful and versatile project management tool that helps teams stay organized and collaborate more effectively. The rebranding from daPulse to monday.com was a key factor in the company’s success, and it continues to be a valuable asset to the company today. According to investors, “monday.com stock gains from better branding”, as the company went public in June 2021, and MNDY stock popped more than 160% by September of the same year.
We continue to be inspired by how teams use our platform in ways we never imagined. It is our brilliant and creative user community that helped us define what we’re here to do. As we grew, we refined our values and our voice. The only thing missing was a name that epitomized our transformation, until we found monday.
Eran Zinman, CTO and Co-Founder of monday.com
It is interesting to notice the company is actively promoting not just its name but its full domain name in all its marketing campaigns. This ensures people will remember “monday.com” and go directly to the site, as opposed to passing via third-party platforms like Google, Facebook or others. This not only makes every dollar spent on monday’s marketing a lot more effective but also avoids competitors stealing traffic by bidding for “monday” as a keyword, as well as extra budget spent on buying traffic from those platforms for their own brand name.
Other resources
- 150+ Israeli Tech Companies and Their Domain Name Choices
- Top 10 Rebranding Mistakes and How to Avoid Them: A Guide for Entrepreneurs
- Mastering the Art of Naming and Branding: Insights from Mark Gunnion
- 35 Experts Share Their Best Advice for Naming Your Business
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