It's been a busy week for the folks at Integra Telecom, or I should say simply "Integra", since that's the way they'll be introducing themselves from here on out. Following up the successful refinancing of its debt announced yesterday, the western regional network operator has unveiled an updated brand, complete with a new logo, tagline, and the name it goes to market with.
This has been in the works for some time, and a commenter here asked the other day whether rebranding works. I'd say that it depends on what the goal is. I think it can be effective when there is an underlying internal transformation going on, giving it a public voice and directing the attention generated toward something that is indeed different than before. In other words, rebranding the same old stuff doesn't fool many, but rebranding when there is new stuff that most folks may not yet be aware of is something different.
For Integra, the new look from marketing does coincide with that sort of internal transformation. At Ramblings we have of course been watching the company spend the last year or two shifting from a traditional CLEC business to something with a much higher fiber diet and a more sophisticated product set aimed at new types of customers. They are clearly looking to emerge from the cocoon this year, metaphorically speaking.
Removing the 'Telecom' from a service providers' go-to-market name is something we're seeing more of as the industry's focus shifts further from the voice and copper the word is still associated with. But Integra is a serviceable enough name, so at least we don't have to start remembering a new edgy non-word like we often get with start-ups and the like!