The Rebranding of Monday.com (from daPulse)
We’ve all heard of Monday.com. They are one of the biggest project management tools on the market. But, that was not always the case. Before Monday.com was Monday.com – they were daPulse, a name that ultimately was a hindrance to their growth. The daPulse name was out of sync with the project management business and limited their ability to scale their business. Changing to Monday.com was a sound decision that contributed to the company’s massive success. It demonstrates how naming is as essential as product development to any technology business. I was approached by the two founders, Eran Zinman and Roy Mann, to pursue a rebranding project. They wanted a generic and memorable domain name. One that ended in .com and could be used as a solidified brand. One of the names that stuck early on was Monday.com. After contacting the owner, the negotiation and engagement was flawless, and ultimately, Eran and Roy were ecstatic with the result. Early on, I remember some of the feedback was, “what the heck is Monday.com?” But, with fantastic brand marketing, the team has done an exceptional job at growing and scaling the company. It all starts with the foundation or a solid domain name asset to help build a brand. Here’s the story… In 2012, a group of Israeli entrepreneurs launched a company named daPulse. daPulse launched as a platform for enterprises to organize project management and collaboration between their workers. Though it started in 2012, daPulse didn’t launch commercially until 2014 after significant product testing and development.
