What happens when a widely recognized B2B technology company realizes its name no longer represents its future?

In this episode of CMOs Unscripted, Lisa Martin speaks with Lynn Lucas, CMO of Everpure, formerly Pure Storage, about what it took to rename and reposition a billion-dollar public company without losing the brand equity, customer trust, and market recognition it had spent years building.

Lynn explains why the company’s transformation was much bigger than a new logo, visual refresh, or marketing exercise. As the business expanded from storage into enterprise data management, the company needed a brand capable of reaching new executive buyers while preserving the trust and equity it had already earned.

Beyond the name itself, Lisa and Lynn examine the enormous operational effort required to launch a new brand across a public company. More than 100 people across the company eventually became involved, including teams responsible for employee communications, legal, IT, finance, sales enablement, partner programs, digital marketing, and investor-related activities.

This candid conversation offers a practical look at what it takes to align a company’s identity with its future. In this episode, you’ll learn:

• How to know when a brand refresh is not enough

• Why rebranding must be aligned with business strategy and solve a business problem

• How Everpure researched customers, non-customers, VPs, and CIOs

• Why retaining “Pure” was essential

• How the company evaluated and selected its new name

• The psychology and emotion involved in naming

• How more than 100 employees helped execute the launch

• The role of internal communications and employee adoption

• How AI and enterprise data influenced the company’s positioning

• The SEO, AEO, domain, and social media challenges created by a company rename

• How Everpure measured brand performance during the first 90 days

• Why a rebrand launch is the starting line—not the finish line

Watch or listen to the full episode for a rare behind-the-scenes look at what it takes to rename, reposition, and relaunch a major B2B brand.

This conversation is essential viewing and listening for CMOs, founders, growth leaders, brand strategists, and executives considering a major repositioning, company rename, or enterprise-wide brand transformation.[embed code]

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