{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"82: How Braze Mastered the Art of Renaming a Company","description":"Renaming a company is no small task. It\u2019s even more challenging when your company is fewer than 10 years old. Marissa Aydlett, Senior Vice President of Marketing for Braze, is Drew\u2019s guest for this episode of Renegade Thinkers Unite. They skillfully unpack the art and science of renaming a company and it\u2019s a conversation you don\u2019t want to miss. Marissa shares insight into challenges surrounding the renaming process and the subsequent rebranding efforts. There is power behind selecting a name and future direction for your company and it\u2019s not something that should be tackled haphazardly. Key differences between historical, in the moment, and predictive data are also covered. Knowing how to capture these types of data and use them to your company\u2019s advantage is one of the biggest pieces of advice Marissa has for listeners. Learn from the renaming journey Braze just completed by listening to this episode of Renegade Thinkers Unite. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You\u2019ll Learn [0:30] Drew introduces his guest for this episode, Marissa Aydlett of Braze [2:56] The major brand transformation from Appboy to Braze [7:56] Understanding the true importance of selecting a new name through dedicated research [10:33] The biggest lessons Marissa\u2019s learned throughout the renaming process [14:27] So the company has a new name - now what? [18:06] The medium was the message at Braze\u2019s live promotion events [21:57] Turning the Braze name into an eponym [24:40] The future of Braze - where are all of the company\u2019s ideas heading? [28:21] Historical data vs. in the moment data vs. predictive data [34:23] The power of first-party data within predictive analytics [36:39] How to look at your marketing programs beyond the next 6 months The essentials behind renaming a company Braze is a customer engagement platform that allows companies to send out personalized messages across a variety of platforms. Formerly known as Appboy, the company began in 2011 and Marissa\u2019s team started the renaming process when the company was only 6 years old. She knew the company needed to be a leader in predicting how people will communicate and interact with each other in both B2B and B2C environments in the future. Achieving this leader status could only come after a renaming process. Marissa shares the following key insights about renaming a company: Understand that a name could stick with your company forever A name should be symbolic of your company\u2019s goals and values Naming a company is a personal experience - be sure to take into account internal and external opinions Don\u2019t be afraid of seeking third-party advice and support Have a plan for rebranding efforts after the naming process is complete All of this advice and more great insights can be found on this episode of Renegade Thinkers Unite. The power of choosing a great name and how that name can organically become an eponym The ultimate dream for marketers is universal awareness - the point in time when your brand becomes synonymous with a noun. Having your brand become a verb is an even better case scenario. Think, \u201cI\u2019ll Venmo you the money!\u201d or \u201cI\u2019ll Google it!\u201d Marissa has found that the company name \u201cBraze\u201d is organically becoming an eponym and that organic discovery process is better than any marketing-driven campaign. Her team members are using variations such as \u201cBrazify it!\u201d and that\u2019s quite an exciting process to watch. There\u2019s power in a great name. It could drive the future direction of your company for years to come. You can\u2019t afford to miss the renaming secrets that Drew and Marissa discuss, so be sure to listen. Being an innovative company is all about fostering personal connections with each customer Even though a stellar name is a perfect foundation for a company, the company then has to strive to make personal, individualized connections with every customer. That\u2019s where data comes into play. Marissa describes how Braze encourages its clients to use three types of data: historical, in the moment, and predictive. This combination of data gives a company the best chance at knowing what the customers want, when they want it, and why they\u2019re seeking it. She says it\u2019s all about delivering the right message at the right time to the right person. It\u2019s an explanation that\u2019s best heard from the expert, so be sure to listen to Marissa\u2019s conversation with Drew. You won\u2019t regret it. Connect With Marissa: Braze\u2019s About Us webpage Connect with Marissa on LinkedIn Follow Marissa on Twitter Resources & People Mentioned Branding partner company, Lexicon Episode 65: \u201cThe Ups and Downs of Xerox\u2019s Universal Awareness and Shifting Your Brand Perception\u201d ARTICLE: \u201cMost Innovative Companies - Domino's\u201d Connect with Drew http:\/\/renegade.com\/ On LinkedIn On Twitter On Facebook On Instagram ","author_name":"Renegade Marketers Unite: Top Rated Podcast for CMOs","author_url":"http:\/\/renegademarketing.com\/podcast","html":"