According to some of the customer feedback, there have been multiple technical glitches with the new software, and difficulty accessing technical support. One of the specific challenges Hightail is facing is that at the same time it launched its new brand, it also launched a new suite of services, and some pricing changes. Feedback also focussed on the negative connotations associated with the definition of ‘Hightail’, such as retreat, fear and escape. The consistent feedback is that people enjoyed the descriptive meaning of the old name and the movement associated with the old paper aeroplane logo.
There has been a big uproar to the new name via blogs, Facebook and even on the official site forum itself. There is always a risk that change can be emotionally charged, and early feedback suggests that YouSendIt customers aren’t overly happy with the shift. Among loyal customers there is often feeling and emotion attached to a brand. Ultimately customers are the main indicators of the success of a new name. According to Siegel + Gale, using Hightail creates a sense of empowerment and reflects the passion that their customers have for their work. The word ‘Hightail’ adds a sense of uniqueness and complements the new brand story. Hightail wanted to be distinctive from other cloud-sharing competitors such as DropBox, who tend to be fairly descriptive. It is also slightly abstract, in the sense that it is non-descriptive when compared to the old simple name. Hightail is considered an associative name, meaning it brings attributes or benefits together. By dictionary definition Hightail means ‘to go as fast as possible, especially in fleeing.’ From a naming perspective, the new name moves away from ‘does what it says on the tin’. The following video shows Hightail’s Chief Production Manager discussing the strategic objectives behind Hightail’s rebrand and rename.Īccording to Hightail’s brand partner, Siegel + Gale, Hightail suggests the ideas of speed, energy, motion, accomplishment, satisfaction and fun. The new name symbolises its new brand strategic direction.
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It needed to rebrand, and not only for where the company’s ambitions were heading immediately, but for the potential ongoing evolution of the company’s core function.Īs part of its rebrand, YouSendIt announced it was changing its name to Hightail. The challenge it faced was that its aspirations for where it wants to go as a company had grown well beyond just sending large files via the internet. According to their website, the company now aspires to be a service people access to store files, share folders and sign documents – via PC, smartphone or tablet. Today the organisation wishes to offer more. YouSendIt was a descriptive name – in other words, its name ‘did what it said on the tin’. Its naming strategy was very straight forward. It was a web-based solution to transferring files too larger to email. The rebrand, while appearing to be strategically sound, has been met with resistance from long-term customers taken by surprise by the change. The new name and new brand coincides with a significant strategic shift towards a broader service offer and growth strategy. Online file sharing service YouSendIt has recently renamed itself Hightail. It represents disruption, a challenge to the status quo and a future that may be unable to be predicted. Change itself is concept people can be resistant to. There comes a pivotal point for every company where there’s need for change.
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