Edgy Rebranding

I just read that 37Signals is changing their name to Basecamp. That seemed odd initially. I know them by 37Signals. Why give up all that brand juice? Sure I get that they want to rally behind their main product. Feels like a bold move.

They will most likely keep their URL. I guess what the are really saying is that their other products will slowly be phased out. Good thing they make a lot of revenue from their main product. The moral of the story is to try to gauge the future and choose your company name wisely.