October 10, 2022
Sponsored by Alludo
During the past few years, the tech space has witnessed several major rebrands. Facebook changed its parent name to Meta, Google became Alphabet, and Square rebranded as Block, just to name a few.
These changes often lead people to wonder: Why do companies—especially those with global name recognition—decide to rebrand?
Reasons run the gamut, from mergers and acquisitions to standing out from the competition. That said, ahere are three of the most common drivers of big rebrands, plus notable tech company examples of each:
Fix a bad reputation. If your organization develops even a hint of a bad reputation, you’ve got a problem. In 2016, Time Warner Cable had a full-on PR crisis on its hands after a New York state government investigator stated in a letter that the company “has earned the miserable reputation it enjoys among consumers.” A year later, the company rebranded to Spectrum, and customer satisfaction jumped, even hitting levels close to rival Verizon Fios.
Attract new or different talent. A recent Oktopost survey found that 86% of HR professionals say recruiting is becoming more like marketing, and 68% of millennials look at a company’s social media accounts to evaluate their brand. In other words, how your brand looks and sounds online can impact whether top talent is interested in joining. Back in 2015, PwC found itself hampered by the perception that it was only an accounting firm, which made it hard to attract younger and more diverse talent. So, the company did something bold: It launched a new webpage called CareerAdvisor, which offered candidates—you guessed it—career advice, regardless of whether they applied to PwC. Not only was the site a smash hit, but it created a massive database of fresh talent for the company to draw from.
Appeal to new audiences. Whether a company wants to expand its customer base or appeal to investors, a rebrand can be remarkably effective in changing perceptions of what a company does or what it’s best known for.In 2018, Siemens, a global leader in engineering and technology for over 170 years, decided it was time to hit refresh on its brand identity to emphasize the company’s focus on cutting-edge digitalization and technology initiatives. Traditional corporate design was replaced with modern typefaces and bold, bright shades of green and blue to drive home the company’s new purpose, “Ingenuity for life.”
Corel Rebrands as Alludo
Corel was fortunate to have a long-standing reputation as a trusted provider of leading technology solutions. But the company has made some big moves during the past few years and found that the Corel name just didn’t evoke the innovation and momentum it has been building with its product portfolio.
It was time for a change. And so, after more than 35 years, Corel has rebranded as Alludo!
Alludo is built on two key principles: making space to work and time for ideas. Alludo believes that the more it helps organizations liberate their workforces from the restriction of a typical working day, the more it positively impacts how organizations spend their time.
What has changed is the company’s purpose, which is to empower all you do.
The work landscape has forever changed. It’s not just about where you work. It’s about fundamentally rethinking how, when and even why you work. It’s a massive transformation that has been a long time coming, which Alludo is calling Work3.
Work3 depends on the power of technology, which is where Alludo’s Partner Program comes in. With its solutions, partners can help customers create, ideate, and share information anywhere, any time, on any device.
Alludo’s goal is to remove the limitations of yesterday for the organizations you support while helping you as a partner succeed by increasing your customer base and revenue.
The Impact of the Rebrand on the Partner Program
This rebrand doesn’t require any action by existing partners or new partners. Alludo will continue to provide all partners with the same tools, resources, and support to help accelerate profitability and growth.
Key benefits of the Alludo Partner Program include:
Grow your business. Create new opportunities, drive profitability and differentiate yourself from competitors.
Strengthen customer loyalty. Alludo empowers resellers, distributors and managed service providers (MSPs), making it easy to deliver Alludo’s creativity and productivity solutions to solve your customer needs.
Access to enablement and training. Alludo aims to inspire partners to grow along with the company and achieve mutual success through awesome enablement tools, training and resources.
Easy to do business with. The company values its partners, which means the Partner Program is built on accountability, consistency and transparency.
This guest blog is part of a Channel Futures sponsorship.
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