One following on the heels of another, along came three press releases regarding company rebranding. Do you find a wee bit of humor for your day reading some marketing explanation for something that doesn’t particularly require explanation?
I worked for a company that sent a bunch of money to a branding consultant. They devised a new logo. The company published a two-page letter to explain the logo. I think the logo should be self-explanatory. Silly me. That’s why I’m not a marketing consultant, I guess.
Here are news items from Stratus Technologies, Zilliant, and Abnormal Security. If you are customers, you’ll need to know this in order to find them in the future.
Stratus—>Penguin
Stratus Technologies has officially rebranded to Penguin Solutions reflecting our expanded high performance and high availability compute infrastructure solutions and services. Our Stratus-branded products, such as Stratus ztC Endurance and Stratus ztC Edge, remain best-in-class high availability and fault-tolerant computing platforms for ensuring the continuous availability of your critical applications and data in data centers and edge locations.
Actually, Stratus was sold. The new company wants its own brand on the products.
Zilliant Unveils New Precision Pricing Platform to Transform Pricing Anxiety into Business Power
You can’t beat that headline for sounding great but telling us little. Oh, yes, new brand identity along with it.
Zilliant, the leader in pricing lifecycle management, announced the launch of its new brand identity and positioning focused on eliminating “Pricing Anxiety” for B2B manufacturing and distribution businesses. The relaunch includes a refreshed visual identity, updated messaging and the introduction of the Precision Pricing Platform, which helps organizations transform pricing from a source of confusion and conflict into a driver of growth and competitive advantage.
Zilliant was motivated by discussions with B2B manufacturing and distribution businesses on how many recognize pricing as a critical business process and how often executives don’t realize they should own this critical function. Through its new positioning, Zilliant aims to expose these oversights and demonstrate how unlocking the power of pricing as a core business driver can transform company performance.
The company’s new website, visual identity and simplified product portfolio reflect Zilliant’s bold approach to solving the universal, unspoken pricing crisis affecting businesses worldwide.
Abnormal Security Rebrands to Abnormal AI; Returns to Original Name as It Continues to Protect Humans From Cybercrime with AI
OK, we tried something new only to discover the old name was better.
Abnormal Security, the leader in AI-native human behavior security, announced it has rebranded as Abnormal AI, a move that reflects its evolution into a broader AI-native security platform designed to protect humans across the enterprise.
The change marks a return to the company’s original name—Abnormal AI—which it operated under following its inception in 2018. The name eventually shifted to Abnormal Security, as the market at the time wasn’t ready to embrace the idea of artificial intelligence as the foundation of enterprise security. But as AI now reshapes industries, attacker tactics, and enterprise technology alike, the timing has never been more appropriate.
The transition to Abnormal AI signals the company’s expansion beyond email security, as it builds a behavioral AI platform to secure people across the enterprise, from collaboration tools to cloud applications. The name change also reinforces the company’s position as one of the few truly AI-native security platforms—designed, built, and operated with AI at the core.
As part of the rebrand, the company’s legal name has changed from Abnormal Security Corporation to Abnormal AI, Inc. Its new website domain is now abnormal.ai, though existing email addresses, customer contracts, support channels, and product access will remain unchanged for the immediate future.
