What can a rebrand teach us about innovation and success?

When it comes to rebranding, it is like a butterfly emerging from its chrysalis—a profound transformation that redefines a company's identity and outlook.
Published on
June 13, 2024
Caterina Ponsicchi
Finance & Fintech


When it comes to rebranding, it is like a butterfly emerging from its chrysalis—a profound transformation that redefines a company's identity and outlook. As Head of Marketing leading Atto's rebranding project, I have seen firsthand how this journey has birthed a new approach, not just in name but in how we serve our clients, position our solutions, and strengthen our internal culture.

The butterfly effect: brand equity in motion

Brand equity is the gold standard in business. Companies with strong brand equity command a premium in the market, with consumers valuing their products and services more highly. A Millward Brown study found that brands in the top quartile of brand equity achieved sales growth of 14%, compared to just 2% for those in the bottom quartile. This shows how a strong brand can positively impact a company's financial performance and speaks to the depth of the changes involved in rebranding.

The ripple of reputation

Trust and reputation play a vital role in building strong brand equity. Edelman's Trust Barometer indicates that companies with high trust levels experience a 5% increase in revenue growth. Trust drives customer loyalty and advocacy, creating a network effect that fuels long-term success.

Atto's rebranding focuses on building trust through transparent, reliable, and customer-centric services. By offering precise insights and data-driven solutions, we empower our clients to make more informed decisions than ever before.

The heartbeat of our people

Let's not forget the impact on our internal teams! Rebranding doesn't just change our logo—it resonates deeply with our employees. A strong brand brings pride and motivation, creating a sense of unity and shared purpose. Gallup's studies on employee engagement indicate that businesses with highly engaged employees can experience a 17% increase in productivity and 21% higher profitability.

The symphony design and innovation

Good design and innovation go hand-in-hand. Forrester Research found that every dollar invested in user experience can yield up to $100 in return, highlighting the impact of well-crafted experiences on customer loyalty. Moreover, a study by the Nielsen Norman Group found that 80% of a website's first impressions relate to its design, shaping users' perceptions and choices.

Innovation drives growth too. A Boston Consulting Group report found that companies in the top quartile of innovation maturity outperform their peers in revenue growth. Design and innovation can also differentiate products in crowded markets—McKinsey's research found that design-led companies can outperform their peers by as much as two to one.

Learning from the masters

Apple, the world's most valuable brand, is a master class in brand excellence. With a valuation of over $400 billion in 2023, Apple sets the bar for how strong brand equity can lead to sustained success and customer loyalty. Apple's focus on innovation, design, and user experience has created an iconic brand that resonates globally.

Drawing inspiration from Apple's success, Atto's rebranding aims to redefine the role of analytics provider and elevate our own brand's presence in the credit risk industry. We see this transformation as an investment in our future, positioning us to provide exceptional value to our clients and setting the stage for long-term growth.

The bigger picture

It's crucial to recognise that rebranding isn't without its risks. Potential challenges include alienating existing customers, losing brand recognition, and incurring high costs. Setting clear objectives and tracking progress is essential to measure the rebrand's impact on key business metrics, such as brand awareness, customer loyalty, and sales growth.

Understanding how the rebrand fits into the broader brand portfolio and supports overall business objectives is also key. By considering the needs and preferences of our target audience and examining the market context, we ensure the rebrand resonates with consumers and differentiates the company from competitors.


Rebranding isn't just about changing a name or logo—it's a strategic move that can elevate a company's market standing and strengthen its internal culture. By embracing our transformation to Atto, we’re pushing the limits of credit and risk decisioning using real-time transaction data to help lenders better predict the future. Instant data. Accurate predictions. Let's spread those wings and take flight!

Thank you to how&how for guiding us through the rebrand of Atto.


  1. Millward Brown BrandZ Top 100 Report
  1. Edelman's Trust Barometer 2021
  1. Gallup's State of the Global Workplace Report
  1. Forrester Research Report on UX
  1. NNG Report on Website Usability
  1. BCG Report on Innovation
  1. McKinsey Report on the Business Value of Design
  1. Interbrand's Best Global Brands 2023  

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