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Weekly newsletter of SmartBranding - Issue #10
By SmartBranding Team access_time 6 min read

Defending the Digital Frontier: Military Tech Startups and Their Naming Choices

We’re going deep into the virtual trenches to uncover the naming and domain strategies of some of the top military tech and defense companies. We have analysed their chosen names and the messages they convey, as well as how they’ve used their domain names to establish trust with their target audience. Check what we found here.

From Cheap Flights to One-Stop-Shop for All Your Travel Needs

We covered the rebranding journey of Scott’s Cheap Flights. What started as a hobby in 2015 by Scott Keyes has now evolved into a comprehensive travel service, with a cheap flight search engine, multiple newsletters, and a soon-to-be-launched mobile app. Join us as we explore the growth of the company and its transformation from just cheap flights to a one-stop-shop for all your travel needs.

The Communicator’s Journey: From Accountant to Rockstar Coach

In this episode of our podcast we’re diving into the story of Brenden, who went from an accountant to a successful communication coach. From the origins of his Master Talk Youtube channel to his free workshop, Rockstar Communicator, we’ll be exploring the ins and outs of public speaking in today’s society and debunking common misconceptions. Get ready to elevate your skills and discover the benefits of working with a true master in the field of communication.

The Art of Visual Storytelling: A Discussion with Henning

Join us for a fascinating discussion with Henning, a film production and commercials expert with over 20 years of experience. In this podcast, Henning will share his evolution in the industry and the importance of incorporating emotion into a brand identity. We’ll also uncover the mystery behind the naming of his business Paradise Studio and learn about his recent passion for painting. Discover the different approaches Henning takes in creating both art and commercial advertisements and the benefits of outstanding visual storytelling in his commercial video work.

Geoffrey’s Storytelling Secrets

Discover the art of storytelling with Geoffrey, a veteran in the film industry and creative writing. Explore the role of storytelling in business marketing and learn how to effectively communicate a story through visuals. Get tips on avoiding common mistakes and find out how technology is changing the game. Join us for an enlightening discussion on Geoffrey’s Storytelling Secrets and elevate your storytelling game today.

Calero Simplifies its Name, Unveils New Platform and Visual Identity

Calero, a leading player in the rapidly growing Technology Expense Management (TEM) software industry, has announced a comprehensive rebranding effort. The company has simplified its name from Calero-MDSL, rebranded its platform as, and introduced a new logo and refreshed visual identity. This strategic move is designed to solidify Calero’s position as a leader in the TEM software space and signal its innovative path for the future.

Portal Rebrands with a New Name and Mission to Revolutionize Services Businesses

In a major move aimed at solidifying its position as a leader in the digital landscape, Copilot, the innovative platform designed to streamline the client experience for services businesses, has announced a comprehensive rebranding strategy. Formerly known as Portal, the company changed its name to Copilot to reflect its mission of serving as a reliable and knowledgeable co-pilot for businesses. This rebrand comes on the heels of a recent $10 million Series A funding round.

Maximizing Potential for Deep Tech Startups: The Importance of Naming

In the highly competitive world of deep technology, a standout name can be the key to establishing a strong brand identity and standing out from the competition. While marketing strategies for deep tech startups will vary depending on the field and product maturity, limited budgets and staffing can make it difficult to bring innovation from the lab to the market.

Our recent research examines successful deep tech companies to understand the impact of naming on creating a memorable brand identity. It highlights the importance of considering the power of a name in the marketing strategy for deep tech startups.

In Other News

Growing Demand for Certified 100% AI-Free Organic™ Content

Models like GPT-3, Stable Diffusion, and Midjourney are powerful tools that enhance human creativity. They are highly applicable to existing workflows and are set to revolutionize industries such as writing and content creation. Word processors, blogging platforms, and note-taking apps will soon feature generative tools, unleashing the full potential of the human imagination. However, as AI continues to play a significant role in our lives, a growing demand for Certified 100% AI-Free Organic™ content is also emerging. Anti-AI is set to be big, with consumers and businesses seeking content that is authentic and untainted by machine-generated text. The limit truly is the human imagination, and we’re exploring its boundless possibilities. Read more from Artur Piszek.

2023 Rebranding Trends

Experts at the intersection of brand strategy, creative and execution are already looking ahead to the rebranding trends that will shape 2023. Rebranding is not just a visual refresh, but a complete transformation of a brand, including a new name and identity. Last year saw several successful rebranding initiatives, and the trend is expected to continue with an emphasis on creating entirely new brands in the coming year.

2023: The Year of a Comeback for the IPO Market?

Despite a sluggish 2022, with 93% drop in proceeds from initial public offerings, the head of major exchanges predict a revival of the IPO market in 2023. Volatility still poses a threat, but the backlog of companies waiting to go public, including roughly 200 on the Nasdaq alone, could start to clear in the latter half of the year. Market watchers are eagerly anticipating the highly-anticipated IPOs, keeping a close eye on the companies that could make their public debut in 2023.

Apple CEO Tim Cook Discusses AI Focus

Tim Cook recently highlighted the importance of AI in the company’s strategy. He believes that AI will eventually impact every product and service offered by Apple. Cook has already seen the integration of AI in some of the company’s products, including the iPhone’s crash detection feature and Apple Watch’s electrocardiogram feature. He is confident that AI will enrich customers’ lives and remains a major focus for the tech giant.

Quote of the Week

It was important for us to have the top level domain (TLD) for our brand strategy, so we secured Our experience has been incredible. It may seem trivial, but people take you a lot more seriously when you have a clean, one word .com domain with no prefixes or suffixes.

Bharath Krishnamoorthy, CEO and Co-Founder of

We hope this information has been helpful as you work to establish a strong online brand. If there’s anything specific you’d like to see covered in our next newsletter, please let us know and we’ll do our best to provide the information you need. Learn more about us or get in touch.

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