Yousendit changed their name and rebranded to ‘Hightail’.
Without an explanation, the name change doesn’t make any sense to existing users of the service and is very American-centric and strange? (Let’s ‘hightail’ it outta here! With an image of the Coyote running off the canyon and falling with a little cloud as he hits the bottom).
But after the video explanation, they really try to provide a great insight into why they rebranded. The reasons are to prepare them for strong competition from other similar providers. (The question is, do you have to have a deep explanation for every company rebrand that has a subjective new name?)
Looking at their new website with fresh eyes, I think it’s a great brand overall and their proposition is clear and strong. Let’s see if the Hightail name becomes a new word or term…