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The LogMeIn-to-GoTo rebrand was more than just a name. It involved a number of changes including a new product, a new partner program and even a new company color.

To determine what the new company color should be, Domenici worked with an outside agency and says “there was a lot of science behind it.” The agent plotted out company colors currently in GoTo’s markets and determined that yellow would differentiate the company. “It stands out,” she said.

And how is brand awareness around the new brand? For that, Domenici also turned to a specialist.

“We use a third party that’s taking a snapshot via monthly interviews. Every 30 days we’re getting another snapshot. We’re looking at awareness and purchase consideration, monitoring both of those.”