What’s in a (brand) name?

Clubhouse.io (a project management platform) recently announced that they would soon be changing their name to Shortcut.

I think a big reason for this was to not be confused with the audio based social media app also called Clubhouse.

My initial thought was that changing the name was risky because even if nothing else changes, it will still feel like something new.

But, I also understand that nobody wants to have their brand or service confused with something else. And the social media app Clubhouse has become pretty dominant. I guess the choice was to either stick with the name and hope to not be overshadowed by the audio app or redefine themselves with a new name.

After reading the article and giving it some thought I realised that it actually doesn’t matter as much it might seem. After all, a name is just a name. The name of a brand isn’t more important than what it’s about or what the services they provide, sometimes we just fall into thinking that it does.

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