Problem: Wrike sounds like "Reich"

Hello,

Ever since I heard my team was adopting a project management software with a name that sounds exactly like Reich, which brings to mind the Third Reich and the most horrific and discriminatory events in modern history, I've been troubled by it. It feels weird to refer to it in conversations, even though I know it's spelled differently, so I avoid saying it. And today, in one of our team chats, a team member who is less familiar with the program actually spelled it as "Reich." This is a huge problem. It can be a trigger especially for our Jewish colleagues, and choosing a company name that people are uncomfortable speaking aloud is just really bad marketing, too. Has this ever come up at the company? How was this name chosen? Is there any possibility of a rebrand? At my organization, we are brainstorming what we can call the platform internally (something other than Wrike) so this doesn't come up.

Thank you,

Sarah

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Sarah, I completely agree with the issue you brought up. My team recently adopted this tool and I can't tell you how many times I've been using text-to-speech functions only to have Siri transcribe "Reich." Luckily I've caught all instances when this has happened (I think), but I always have to be hypervigilant, which is not what you want from a very expensive tool you've just purchased. It also seems like a situation that could've been avoided through comprehensive and diverse user research prior to launching the brand. 

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Thank you, Alicia! I completely agree with your last statement especially -- how did this name pass through all of their testing as they were rolling out the brand? smh.

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I'd like to add my voice here as well. This concern has clearly been around for some time, with customer inquiries recorded as early as 2017 (and that's what's publicly available).

Frankly, I imagine that no amount of brand storytelling will every override the immediate and potentially visceral response some people may feel when they hear the name said out loud. To even introduce the company to our colleagues (which is unavoidable since if they are using the system, they will see and hear the brand name), we immediately have to offer an explanation and apology. It's a tough position to be in as someone who would like to advocate for all that this powerful tool has to offer. 

As a marketer, I understand what a big lift a name change can be and how important it is to have brand recognition, but I would also add that this is an instance where the impact far outweighs the original intent of the name (as shared in that earlier post).

 

 

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Hi Sarah Hansen, Alicia Parker, Meredith Purvis! First of all, welcome to the Community, and thank you for letting us know your feedback on Wrike's name. I'm hoping that you've found this space useful, and please rest assured that all the feedback that we receive on this forum is passed on to our Product team.

I am really sorry to hear that the name of our company brings up negative reactions. As my colleague Stephanie says in the post that Meredith mentions here, such associations are not our intention. The word "Wrike" is a combination of "Work" and "Write". At the same time, I understand where your concern comes from, and although there no immediate plans for changing the company name, our team has received this feedback, and it's definitely on their radar. 

Thank you again for letting us know your thoughts and concerns! 

Lisa Community Team at Wrike Wrike Product Manager Become a Wrike expert with Wrike Discover

Lisa Wrike Team member Become a Wrike expert with Wrike Discover

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Please rename this company and product. It has such a horrible association that it is difficult to believe that it was selected in the first place. Every coworker that I discuss the product with has the same response when they learn of the name, which is a mixture of incredulity and discomfort/disgust that a company would choose such a name. 

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Welcome to the Community, Chris Anderson! 👋

Thank you for sharing your thoughts and feedback here, I'll be passing it to our team.

Please let me know if there's anything else that I can help you with. 

Lisa Community Team at Wrike Wrike Product Manager Become a Wrike expert with Wrike Discover

Lisa Wrike Team member Become a Wrike expert with Wrike Discover

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