US and Singapore-based travel site network Swiftrank has taken the dramatic step of completely rebranding after claiming its original name confused customers and was, well, not very cool.
Instead, the company [launched in June 2010, TLabs Showcase - Swiftrank] has come up with the name TravelShark.
CEO Sue Heilbronner reckons:
"I can list a wealth of complex strategic reasons for the rebrand and depict the forecasted impact on detailed graphs, but the truth is, we had a less-than-optimal name and found a better one. Having a resonant name has opened the door to new possibilities for marketing and brand development unavailable until now."
There is also a rather bizarre video to celebrate and hopefully explain the change:
httpv://www.youtube.com/watch?v=cefU0DgSvdQ