<story><title>TransferWise changes name to Wise</title><url>https://wise.com/gb/blog/world-meet-wise</url></story><parent_chain><item><author>scrollaway</author><text>Prediction: zero negative will come out of the name change or redesign, and three years from now they&amp;#x27;ll be bigger than ever. I&amp;#x27;m long on them and they haven&amp;#x27;t even IPO&amp;#x27;d yet. Can&amp;#x27;t wait for them, and Stripe.&lt;p&gt;Seriously, have you ever seen a rebrand negatively affect a product? Rebrands have to be thought about retrospectively: you need to think whether it would make sense to go from the new to the old. Number26 for example rebranded to N26 and in retrospect it was an utterly obvious move.&lt;p&gt;Wise to Transferwise would make no sense especially if they are positioning themselves as more than a PayPal alternative. So this is a good rebrand.&lt;p&gt;And the generic name isn&amp;#x27;t a problem, any more than it was for Square. It&amp;#x27;s a shame $WISE is taken though.</text></item><item><author>colincooke</author><text>I love transferwise, depend on it often. I don&amp;#x27;t get the rebrand, their old name was descriptive, easy to google, and from all perspectives really good. The rebrand won&amp;#x27;t change me using it, but I really can&amp;#x27;t see the positive in this.</text></item></parent_chain><comment><author>jarek83</author><text>&amp;gt; Seriously, have you ever seen a rebrand negatively affect a product?&lt;p&gt;I think there is an example in Europe. myTaxi has been rebranded to FREE NOW. The change has been dictated to free the brand from just the taxi business connection. But I believe it was unfortunate, at least for their taxi business. I don&amp;#x27;t have hard numbers, but the new name and logo seems to be random, completely unrelated to taxis, so when you see a car with it, you have no idea that the driver is a taxi driver. It&amp;#x27;s 2 years now with new name, but they iOS app is still named: FREE NOW (mytaxi). Me and my friends always have to ask someone &amp;quot;how mytaxi is called now?&amp;quot; because the app is no longer under M in the phone.&lt;p&gt;Worse for the company is that, since myTaxi was extremely catchy, there came a competitor called iTaxi, and many believe it might had take over some of the clients just because people trying to find myTaxi installed iTaxi instead, as FREE NOW looked cryptic and unrelated to taxis for them.</text></comment>
<story><title>TransferWise changes name to Wise</title><url>https://wise.com/gb/blog/world-meet-wise</url></story><parent_chain><item><author>scrollaway</author><text>Prediction: zero negative will come out of the name change or redesign, and three years from now they&amp;#x27;ll be bigger than ever. I&amp;#x27;m long on them and they haven&amp;#x27;t even IPO&amp;#x27;d yet. Can&amp;#x27;t wait for them, and Stripe.&lt;p&gt;Seriously, have you ever seen a rebrand negatively affect a product? Rebrands have to be thought about retrospectively: you need to think whether it would make sense to go from the new to the old. Number26 for example rebranded to N26 and in retrospect it was an utterly obvious move.&lt;p&gt;Wise to Transferwise would make no sense especially if they are positioning themselves as more than a PayPal alternative. So this is a good rebrand.&lt;p&gt;And the generic name isn&amp;#x27;t a problem, any more than it was for Square. It&amp;#x27;s a shame $WISE is taken though.</text></item><item><author>colincooke</author><text>I love transferwise, depend on it often. I don&amp;#x27;t get the rebrand, their old name was descriptive, easy to google, and from all perspectives really good. The rebrand won&amp;#x27;t change me using it, but I really can&amp;#x27;t see the positive in this.</text></item></parent_chain><comment><author>mrisoli</author><text>Worst one I can think of is ConvertKit&amp;#x27;s rebrand that was so bad they went back on it(kept the new logo, but reverted the name change because it had some religious meaning), then again, it&amp;#x27;s not as big of a brand as TransferWise.</text></comment>