BRD was never a great external name. It had important internal meaning to us but for a lot of reasons, we always communicated it to the outside world as either “a secret” or meaningless. It was awkward:
We don’t want to exaggerate the significance here to the heights of ethereal clouds where Zeus profoundly frolics. The typical rebranding sounds something like, “OMG, our new brand is the most amazing and important thing ever with so much meaning and richness.” It's really just a name. Like Bob. Or Sue.
