CrowdTilt Rebrands To Tilt – Here’s Why

Tilt Rebranding

Today San Francisco-based Crowdtilt announced they were changing their name to Tilt and moving over to Tilt.com. I’ve always found that the companies who share their rebrand with their customers win and Tilt made sure it was front-and-center. On their blog they explain a bit more behind why they decided to change their name:

Our new name reflects this broader vision. You can get a group, crowd, a community together to tilt anything. A “tilt” is that moment when you reach critical mass and unlock something amazing as a group. Our users have embraced this word to describe pooling resources and rallying their group. Now, we’re reflecting that in our brand and our story.”

For those who haven’t followed CrowdTilt’s meteoric rise (yes, this is a truly awesome group of people) they started with a $2.1M seed round out of Y Combinator and since them have raised an additional $35M.

I think Tilt’s CEO really did a good job of summing it up in one simple sentence “Everything is just becoming simpler,” (Source – TechCrunch

Morgan

Co-Founder at Fashion Metric
Morgan Linton was born in Berkeley, California but spent nine years traveling the world as an early employee for digital music startup Sonos. In 2007 Morgan founded Linton Investments, a domain name and branding company that has helped some of the most recognized startups in the world acquire their top choice domain name. In 2012 Morgan left his full-time job to co-found Fashion Metric, a startup building technologies that make it easy for online shoppers to buy clothes that fit and arming retailers with more data than ever before.

{ 4 comments… add one }

  • Acro July 31, 2014, 3:28 pm

    Still, start ups seem to lack intuition and acquire very little during various rounds of funding.

    Crowdtilt was bad due to the “dt” being hard if not impossible to pronounce dinstinctively. On the other hand, after surely shelling out six figures for tilt.com they are left with a colorless brand that can mean anything – except what they originally stood for.

    In summary: generic names are cool, great, super and sought after, but branding requires a strategy beyond a few generic words and a clear connection to the customer base.

  • Michael July 31, 2014, 3:48 pm

    That is funny I use to go to tilt.com a long time ago, it was owned by tilt the arcade in almost every mall in the USA haha! Shows that that business is totally dead!

  • music man July 31, 2014, 5:53 pm

    Nice brand, and named after a quality progressive house act from recent past, so can’t be a bad thing :-)

  • owen frager July 31, 2014, 7:40 pm

    what Theo said- BINGO!

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