March 5, 2012
Software company Diskeeper, known for its system optimization software, is changing its name to refocus and better align with its growing solutions portfolio. From here on out, Diskeeper will now be known as Condusiv Technologies. The VAR Guy has the quick look at the changes and the motivation behind it all.
Why change and why now? Condusiv Technologies CEO Jerry Baldwin felt the move was necessary after assuming the CEO role in September 2011. “We are a very different organization today than we were when the company was founded in 1981. Adopting a new name and brand identity is a logical next step in our growth strategy,” he said. So how is a name like “Condusiv” more conducive to business? Baldwin said it’s a “more modern and dynamic expression” of where the company is headed, and that the word “Condusiv” “connotes putting emphasis on the possible and future.”
Even though Diskeeper is a brand long associated with the defragmentation technologies behind it, there’s much more to the Diskeeper ecosystem. And even though The VAR Guy thinks rebranding is often mostly marketing hype, Diskeeper is also a name that could be associated with old technology, so this new brand could help ensure new optimization technology is “sexier” and better-received.
Expect an “aggressive global re-branding campaign,” according to Condusiv, that will continue throughout the upcoming months. The VAR Guy will ensure Condusiv Technologies remains on his radar. With both physical and virtual machines ever-expanding, IT professionals may be reaching out to find software that can squeeze out the most of their investment and Condusiv Technologies may have a new opportunity to capitalize on that demand.
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