The Mixed Bag of Feedback on Rebranding

Yesterday I posted about considerations for potentially rebranding our company. Many of you shared valuable and interesting feedback. Thanks! Here is what we’ve heard so far (contributor names withheld):

In Favor of Changing to ArrayFire

Switch now, switch completely. The inertia won’t last as long as you think. All hail ArrayFire!
Go with your gut.
If you’re gonna do it, do it all the way. Company name == product name helped tremendously for branding at RapidMind.
We share one problem: a too long company name. ArrayFire would be as long, but easier to remember and spell.
ArrayFire is much simpler, cleaner and concisely expresses the meaning of what you are offering.

In Favor of Keeping AccelerEyes

The name “AccelerEyes” is a powerful brand in this space and it has a history which is stronger than the name “ArrayFire.”
The companies that share the same name as their service/product only concentrate on that service. AccelerEyes on the other hand has a product and offers a service. Choosing ArrayFire as the visible name of the company will confuse people who might be interested in services.
Nothing about the name “ArrayFire” conveys the notion of acceleration or high performance.

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Thanks to everyone for the feedback. We have more internal process to do to come to a decision. It is clear that we need to simplify. How far we go will be decided soon.

We are still in the middle of evaluating this move. Any feedback you have (especially those in our market) would be very valuable. Feel free to leave comments below or send me an email.

Do you have any books or classic case studies to recommend that discuss rebranding?

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