Rapid Rebrands: The Path to Success
March 16, 2018


Marissa Aydlett knows the value of a corporate rebrand. As SVP of Marketing at Braze (formerly Appboy), she had been tasked with rebranding the company. What had started as a collection of app-based tools for companies to communicate with their customers had transformed into a lifecycle engagement company. They needed a name to match.

What Marissa did not know was just how much work rebranding would take. Appboy needed a name that showcased their new focus: Forming strong bonds between people and the brands they love. Enter: Braze.

To braze—by definition—is to form, fix, or join together. But finding this name was a taxing journey, fraught with obstacles both big and small. From navigating hundreds of thousands of trademark conflicts to researching how the public would perceive the name, every detail was crucial.

Her advice: "Try not to take on a rebrand in a matter of six months." When it's time to rebrand, Marissa says you should "think through the entire process… [with] a trusted partner." Here at Lexicon, we understand how to navigate the brand naming landscape because we've been doing it for over 35 years.

From our experience, we've developed an approach to creating highly effective brand names. Our approach relies on small creative teams, structural linguistics, audience insights, and rigorous trademark and linguistic evaluations. No other firm integrates these elements as seamlessly or comprehensively. But don’t just take our word for it, hear what Marissa has to say about her experience with Lexicon.