An essay by John Melonakos
Refreshment in Re-branding
With our upcoming re-branding focus, we find ourselves overhauling several aspects of how we do business:
- Google Apps – we are switching all our email from accelereyes.com to arrayfire.com. I spent much of today working on migrating our Google Apps from one domain to another, including Google Drive, Google Calendar, and Gmail. Most of that effort involved slurping the files down accelereyes.com to a local computer and then re-uploading the files back to arrayfire.com. That seems to be the only way to preserve labels in Gmail and to switch file ownership in Google Drive.
- Website – we have several people focused on launching a new website. I’m super excited to share that with the world. Coming soon!
- Product & Documentation – we don’t want to launch all this other new stuff without launching the thing we are most proud of… ArrayFire v2.1! We’re excited to bring ArrayFire v2.1 to market very soon.
- Tradeshow Booth – with our re-branding, we have updated our tradeshow booth. We are excited to exhibit at the upcoming GPU Technology Conference in San Jose at the end of the month.
- Marketing Collateral – business cards, flyers, and other marketing collateral are all getting refreshed with the new brand.
While we are updating all these things, we have a chance to improve them all too. Good infrastructure is important to ensuring fluid production in startups. It’s one of the things startups can do that let them run faster than competitors and BigCos. There is a really nice refreshment in re-branding.
What are your thoughts on re-branding? Have you overhauled a brand before?