Any connection to the Capitol riots felt unacceptable to the leaders, particularly after they discovered themselves fielding questions from shoppers and prospects who unassumingly stated issues like, “Oh, good factor you didn’t title it for 3 days after,” she added.
Shoppers understood that there was no connection between the occasions on Jan. 6 and the company, the founders admitted. Regardless of this, the leaders determined to workshop their company’s model the identical means they might a consumer’s model when navigating an analogous model security concern.
“The recent begin feeling is difficult to get when people are enthusiastic about a darkish spot in our historical past,” stated Winters. The rebrand, which the company executed itself, launched in Could and wrapped up simply this month. Now that the company is three years previous, it’s gaining momentum. It not too long ago launched a video explainer of each its origin and the impetus for its title change.
“We needed this additionally to be an introductory doc to the remainder of the consumer universe that we hoped may find yourself discovering us because of this uncommon brush with American historical past,” stated Goodwin.
