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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Echoing what has been said here, the name is terrible. I onboarded a new employee this week with a particularly sensitive background around "Reich" it was a very uncomfortable situation. We will not be referring to this product by name in our company, which as a marketer myself, is a pretty big fail for you. My company is new to this software and we look forward to using it but change the name or debrand the UX! In this positive era of increased DE&I, be more sensitive.

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Hi Tim Boot, welcome to the Community! 

Thank you for sharing your thoughts on Wrike's name. As I mentioned above, the word "Wrike" is a combination of "Work", ''Like'' and "Write", and nothing more. I'm really sorry to hear that you have concerns about this name, and I will pass on your feedback to our team about this. 

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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Lisa What you all seem to fail to understand (or worse, not care about) is that it really doesn't matter what the intent of the name was if it's landing poorly on its users and purchasers. The way the name is said aloud is a homophone with a word associated with one of the greatest atrocities of the past century and your organization's unwillingness to acknowledge that speaks poorly of you. And from a business perspective, if the mere name of your product is a factor is sales and renewal discussions, you're doing yourselves and your users a disservice. 

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I'm sorry to hear that you feel this way Glen Turpin. I think it's important to note that there is absolutely no ill intent here. Please rest assured that we continue to pass this feedback on to our team. If we have any updates on this in the future, we'll make sure to let you know. 

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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Lisa, clearly you missed the part of Glen Turpin's comment where he said, "What you all seem to fail to understand (or worse, not care about) is that it really doesn't matter what the intent of the name was if it's landing poorly on its users and purchasers." I couldn't agree more with him. It's nice to know that you didn't have ill intent, but that is not the point in this situation. The IMPACT of your company's choice of name, and how it is affecting users--regardless of its original intent--should be of concern to your company. The fact that at this point you are willfully ignoring that is even more upsetting. Very disappointed.  

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Hi Sarah Hansen, thank you for your input here.
 
Firstly, let me assure you that in no way is your feedback being ignored. Your input, along with the concerns of others raised here has been taken on board and we appreciate you taking the time to share them with us here. User feedback and insights are really important to us. We take great care to review all feedback shared with us and this is no different.
 
As mentioned previously, there are currently no plans to change our name. Wrike was coined by our Founder Andrew Filev when he fastened together work, right, and like to create a term that conveys that there’s a better way for teams to work. Having said that, we're sorry to hear that this is having a negative impact for you, this is absolutely not the intention.
 
Again, please be assured that we've shared this feedback internally, and if anything changes, we'll be sure to let you know here.

Elaine Community Team at Wrike Wrike Product Manager Узнайте о самых популярных функциях Wrike и советах по его использованию

Elaine Wrike Team member Узнайте о самых популярных функциях Wrike и советах по его использованию

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