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In a brave and possibly foolish move, the execs at YouSendIt decided to rename their company to “Hightail.”  While they want to add additional services and not be pigeon-holed into being a “one trick pony,” was it worthwhile? You can see their media blog release here.

Personally, I am from the school of thought: “If it ain’t broke, don’t fix it.”  Most people know what YouSendIt is and what it does. Even if you have never heard of it, it’s not rocket science to figure out the service they provide. As the CEO of a design studio, one would think that I should be for re-branding. However, why destroy a well-known brand?  Why not look into alternatives, or perhaps a byline-style branding “YouSendIt – a Hightail Company?”

To add insult to injury, the fact that the definition of Hightail is “to move at full speed or rapidly often in making a retreat.” Perhaps the new CEO wanted to make his mark, or there was an over-zealous/bored marketing team – or they simply thought it was the best for the company, only time will tell.

Their service that YouSendIt.com provides has historically been great, which is why this is perhaps the most disheaertening rebranding of the year. Our studio has used YouSendIt for years, and they do provide a great free service.  However, with competitors like WeTransfer.com allowing for larger attachments and multiple files to be sent in a single email (also for free), there is a chance that YouSendIt shareholders will feel a ripple effect as YouSendIt’s footing is readjusted to bear the weight of the backlash from the media, as well as their customers (as seen on their blog).  The comments on their blog range from “Good Job” to (and I am paraphrasing here) “You guys are idiots, this is a waste of money.”

What do you think?