Change is in the air and The New York Times has taken notice. This week, our client eProject officially changed its name to Daptiv. eProject, one of the largest and fastest growing software-as-a-service companies, made the change to better reflect its evolving offering and widespread use by customers in things beyond its initial project management mission. The eProject name, while recognizable, was truly a product of its times; there was even a magazine in the late 90s called eCompany Now to cover the trend.
The name change was announced Monday along with a new product from Daptiv, which helps companies better understand and manage all the work that is getting done inside the enterprise. Stuart Elliott, long-time advertising columnist at The New York Times, covered the inside story about the name change, which was spearheaded by the company’s head of marketing Tim Low (in conjunction with naming firm Catchword Branding, who also worked with us on the re-branding of Awareness from iUpload).
As Daptiv’s PR firm, we’ve been working closely with the Tim and the management team for several months to make this launch a success. It’s a big deal to change the name of a company, especially one that has 700+ customers; there are a lot of moving parts and complexities that go into it, and Daptiv made it look easy.