One of the biggest marketing decisions that any firm makes is to change its corporate brand, which represents the foundation of its positioning message. So, what do YOU think of YouSendIt’s rebranding itself as Hightail?
Here’s the company description of itself from its Web site: “Founded in 2004, YouSendIt was working in the cloud before the term was even coined. At first, the service was a simple way to send the large attachments that E-mail couldn’t process, but has since grown to offer robust online sharing, storage, and file management capabilities. Today, the company serves more than 40 million registered users across 193 countries and 98 percent of the Fortune 500.”
View this video to see the company’s rationale for its recent name change.