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Ideas on how to Rebrand A social network And you will Alive To inform Regarding They | CEJALSA Ideas on how to Rebrand A social network And you will Alive To inform Regarding They | CEJALSA

Ideas on how to Rebrand A social network And you will Alive To inform Regarding They

Individuals manage grab the pitchforks, register good posse, and you may burn the web off

Editor’s Note: Guest contributor Catherine Cook is the Vice-president, Brand Approach away from MeetMe, Inc., a social networking getting meeting new-people, and you can co-creator out of MeetMe’s predecessor myYearbook. She worked with this post having Geoff Create () and you will Jeremy Zorn, both of MeetMe, Inc. Find out more during the their web log:

Imagine the outcry in the event the Myspace was to alter their identity. You to evening even as we made a decision to do the impossible: rebrand a social media used by over so many individuals day. We altered title regarding myYearbook, a myspace and facebook having meeting new-people, to help you MeetMe.

While i been myYearbook for the senior high school with my brothers, title noticed best. However, all of our provider and exactly how people used it rapidly made the name obsolete, while we steadily narrowed the attention to 1 matter: fulfilling new people. The solution has been around since the fresh new re-imagination of bar, an electronic coffeehouse, a social gathering put, however, the label revealed a twelfth grade reunion. It was no wonder we was tend to mistaken for Classmates by all of our most crucial listeners – those who hadn’t joined you yet.

Just after last year’s merger into Quepasa Agency, i understood we had the perfect possibility to like a reputation that really complement, and also in the procedure create an individual around the globe brand for meeting new people. Immediately following a painstaking means of ideation, external and internal surveying when you look at the multiple dialects, icon advancement, domain name acquisition of meetme and , Twitter-handle purchase of to eliminate a cooking pot-puffing Elmo event, securing the latest ticker Fulfill into NYSE AMEX, and you will careful simply click-compliment of price testing – let-alone you to definitely late night in the office which have a beneficial Ouija board and you can a rabbit’s foot – we settled for the MeetMe.

Discover a single problem: we had no template having performing good rebrand proper – just headache tales of accomplishing they wrong. When NBCUniversal’s Sci-Fi Route altered its term so you can a jargon term getting syphilis, it was ridiculed. When Netflix announced they were switching their Digital video disc-by-send provider so you’re able to Qwikster, public outcry and you can a good plummeting inventory speed resulted in a rapid change from plans. If icon mil-dollar businesses constantly damage rebrands so terribly, how could develop discover because of ours unharmed – specifically that have an allegedly fickle social community.

But really which is exactly what we performed. Nearly thirty days following the rebrand, the key computing sticks i used to assess representative purchase and you will engagement have got all stayed constant, otherwise enhanced.

I went down which street half-hoping to reduce doing twice-digit percent of our member base; as an alternative our very own listeners grew

Right away, we approached brand new rebrand below zero delusion our members perform accept of your own alter. What we should were carrying out is actually seriously unpopular, therefore we knew it. One expertise coloured every choice we produced. Regardless of if studies indicated the professionals overwhelmingly concerned myYearbook to satisfy new-people, they however definitely preferred title “myYearbook” – after all, that’s the solution it made a decision to subscribe!

I understood the stakes was highest, however, we were actually amazed you to in other studies merely 17% said they’d never ever sign in once again if we changed our identity to MeetMe. Particular have examined a similar investigation and consider double https://www.datingmentor.org/grindr-vs-scruff throughout the rebranding whatsoever, however, we were ecstatic it wasn’t 80% making which claim. We thought all of the those who generated such as a good allege perform actually hang in there, as his or her friends and community was here. We just needed seriously to make certain that i didn’t incite a riot or an outrage who would spark a keen exodus.