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Weekly newsletter of SmartBranding - Issue #9
By SmartBranding Team access_time 6 min read

Say My Name

The ability to recall a large number of brand names is a testament to their significance in the business world. Brand names are a vital aspect of a company’s identity as they serve as a unique identifier that differentiates a business from its competitors. A strong brand name can help establish trust and credibility, make it easier for customers to remember and find a company, and even influence purchasing decisions. Last week we looked at some of the most well-known business name generators, and their own naming choices. Find them here and see if they can help you come up with some ideas!

A Personal Brand in the Culinary World

We had Dennis Littley, better known as  “Chef Dennis” on our podcast. Dennis is a classically trained chef with over 40 years of experience who has developed a strong personal brand. He has a website and blog where he shares helpful recipes for everyone. Dennis’s mission is to demonstrate that creating delicious restaurant-quality dishes in the comfort of one’s own home is easily achievable. Check the episode for some great tips on personal branding and don’t miss Dennis’ blog for some inspiration!

Outgrowing the Name: Austin Software Rebrands to Howdy to Reflect Expanding Horizons

We covered the story of Howdy (formerly Austin Software). In August 2022, the company received a major boost to its growth and expansion when it successfully raised $13 million in Series A funding led by Greycroft. Subsequently, in November 2022, the company announced that it had outgrown its original name and rebranded itself as Howdy.

Elevance Health – New Name and Stronger Brand Identity

Bill Beck, CMO of Elevance Health, shares his thoughts on the company’s recent rebrand. In 2022, the well-established company Anthem Inc, with 78 years of history, made the decision to rebrand and become Elevance Health. The process of rebranding can be a daunting task for any company, but for Elevance Health, the decision to change their name was driven by the need to better align with their core values and mission. Learn more about the reasoning and process in this post.

From Restrictive to Resilient: The Story of

Rebranding from daPulse to 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, 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. Read the full story of this successful rebrand here.

Establishing a Trustworthy Brand in Fintech: From TeamApt to Moniepoint

TeamApt, now known as Moniepoint, is a leading all-in-one digital financial services platform for businesses in Nigeria. The company offers a range of services, including payment processing, banking, credit, and business management tools. In August 2022, Moniepoint raised $50M in a Series B funding round and was recognized as a top global fintech by CBInsights. The rebranding to Moniepoint reflects the success of its flagship product as the go-to digital banking solution for businesses in Nigeria.

Brett Adcock on Crafting a Successful Company Name

Brett is an experienced entrepreneur who has built several successful companies in the software and internet space, as well as advanced hardware. One of his most notable ventures is Vettery, a machine learning-based talent marketplace that he founded in 2013. It grew rapidly and in February 2018, the company was acquired by The Adecco Group, the largest recruitment company staff in the world, for $110 million. In a recent Twitter post, Brett shared his expert insights on the crucial elements of crafting a successful company name. He emphasized the importance of uniqueness within the industry to effectively stand out and build a strong brand. Check the details here.

In Other News

Here are the stories from other publications that caught our attention.

The NFT Hangover

Auction houses and talent agencies thought the Web3 works were a fast track to billions. If it weren’t for a global crypto meltdown, they might have pulled it off. Follow the story on Vanity Fair.

Consumer Confidence Drops Further

Brands warned of ‘bumpy ride’ ahead as consumer confidence drops further. Marketers are being urged to take “centre stage” in helping brands understand consumers’ changing needs as the cost of living crisis continues to bite. Read the full story on Marketing Week.

The Ingredients to a Smooth Global Marketing Rebrand

Epic marketing translation fails aren’t difficult to find. ‘Come alive with the Pepsi generation’ translates into one of the Chinese languages as ‘Pepsi brings your ancestors back to life’. And HSBC’s ‘Assume Nothing’ slogan translates in various languages as ‘Do Nothing’ – not exactly the image they were trying to convey. Yasutaka Mizutani, CMO of Colt Technology Services, shares essentials for a successful global rebrand. Check her tips on B2B Marketing.

Blockchain Domain Names – What Are the Risks?

Blockchain domain names, domains that are stored on blockchain or cryptocurrency exchanges, are part of a growing, unregulated, and decentralized internet. Right now, blockchain domains are used mostly by cryptocurrency users, but they are growing in popularity—the Ethereum name service reported over 2.2 million .eth domain name registrations in 2022. At the same time, crypto scams are also exploding, reaching a total of $3.5 billion in losses in 2022. Blockchain domains can be used to further scams of all types, and their unique ability to be both “brand named” and the end-point for a transaction make them well worth focusing on as the market expands. Read more on Circleid.

Bad Vibes from the Word ‘Crypto’ Have Some Calling for a Rebrand

Money-making associations with cryptocurrencies misrepresent them as just currencies and fail to acknowledge the diverse applications of the technology.  Forget the Great Reset. Members of the industry known as “crypto” (or is it “blockchain,” “digital assets” or “distributed ledger technology?”) attending this week’s World Economic Forum under the shadow of the crisis known as “FTX” are spurring a great rebrand. Coindesk has more on the topic.

Quote of the Week

I am pleased to have completed the acquisition of the domain name. We are the proud owners of a highly brandable, premium domain asset reflective of a word that is pervasive in the everyday lives of consumers and is easy to say, spell, and remember.

Callum Sommerton, CEO of Chill Brands was acquired for US$ 1,600,000

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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