Joe decided not to rebrand. The brand is tarnished from an investor perspective, but from the customer perspective it's still a very relevant brand — within the pharmaceutical industry everybody knows StrongRoom in Australia, and people talk about it as one of the best products in the market.
More from this episode
Whether to rebrand was one of the first major decisions Joe had to make. A lot of people told him to just rebrand, launch something new, and claim a fresh wave of traction. But fundamentally, he says, "strong rooms brand is tarnished from our investor perspective, but from the customer perspective is very, very relevant brand." Within the pharmaceutical industry everybody knows StrongRoom in Australia; people talk about the best products in the market and they talk about StrongRoom. As a user himself who knows the industry inside out, he found "there's a significant love for us," so he made the decision to stick with the brand.