Tag: branding
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TransferWise All the Wiser. How Outgrowing a Purpose Affects Brand Name
What happens when a company’s name no longer fits it’s purpose? For TransferWise, the name no longer represented everything the company offered, so they changed it, by dropping the “Transer”. In 2021, the financial technology company rebranded as Wise, demonstrating how a small change in naming can communicate a much larger shift in brand positioning.…
