Sometimes you see change being made for reasons that escape your understanding.

For example, the browser I use, Firefox, recently made a breathless announcement headlined “A New Firefox Logo for a New Firefox Era” and you can read all about it here

Reading the reasons they give for the change left me unimpressed and failing to see what it means for me and their other millions of users.

Then, a while ago, the web application I use to send big files to other people, YouSendIt, excitedly told me that they were changing their name to Hightail.

Well, of course I knew there had to be important and compelling reasons for the change and my fingers trembled with anticipation as I clicked on the hyperlink to discover why.

And, once again, I was underwhelmed by their explanation. There was no earthly benefit to me as one of their clients… but it did seem to make their corporate chest swell with pride!

It all leaves me wondering why companies spend huge money getting us to know their name, what they do and even make it part of our vernacular. For example, I used to say “I’ll YouSendIt it to you.”

Am I gunna say “I’ll hightail it”?

Nope, definitely not!

So why change your name if it’s already firmly established in user’s minds?

If you’re contemplating it, tread carefully and make sure you have real and compelling reasons why… from your client’s point of view, of course.