Why we changed from Copytesting to Wynter?

People keep asking me - why did you change your company name from Copytesting to Wynter?

#1 Brand

The name Copytesting is a literal, descriptive name - and hence a weak brand name, an unnecessary handicap. As a name, a literal/descriptive name automatically positions the offering in a mundane unflattering, generic, easy-to-forget way. So, all your marketing after the name has to overcome an initial, commonplace perception.

Your brand is your best long-term moat. In the long run, no SaaS company can compete on features or what you do (even if today we're the only one doing what we're doing). Your brand is your best long term moat. If you don’t want to become commoditized, you need to have something special, unique - including a unique name. 

#2 Use cases

The name Copytesting indicates a single use case. For us, testing messaging is just one use case. We're really in the business of delivering audiences.

We're in the business of delivering audiences, not in the business of copy. Messaging testing is just a use case we rolled out first. There are gonna be many other ones for market and audience research, insights on non-text content (video), etc. 

Since we're in the business of audiences, we can build any service on top of this. Let's say you're SaaS tool selling to VP marketings and CMOs. Maybe your solution is solving a problem with content marketing. So before you craft your messaging, you will want to know what are the top problems your audience has with content marketing? What's top of mind? How big of an issue is X, Y, or Z? Do they care about this thing at all? What about that one? Audience research is the way to answer these questions, and Wynter is perfectly set up to deliver on it.

#3 Marketing leadership doesn't care about copy

Our extensive research in the matter is clear: marketing leadership doesn't care about copy. It's considered a thing anyone can do, so often delegated to the most junior people or outsourced to freelancers. 

But what the marketing leadership cares *very much* about is positioning and messaging. No junior person or freelancer has a say in this. 

Together with changing our name we also changed our positioning. 

#4 The meaning of Wynter is ours to make

The best brand names have no pre-conceived meaning. You make the meaning.

Wynter - which is also a name of a person - is unexpected, less concerned with sounding corporate and serious, and is inherently more human.

It's short, easy to say, and you can have some fun with it (wynter/winter).  The founding team is from Estonia - which is a Nordic country - so the theme of winter works in that regard too.

There's quite a bit of name research that we relied on too. 

Research shows that the more simple and human-sounding the name, the greater the company’s success. 

Brands with short, easy to pronounce names were viewed more positively by investors, a 2012 study published in the Journal of Financial Economics found. By reducing name length by just one word, companies can see a boost to their book-to-market ratio —on avg $3.75 million for a medium-size firm, according to the study.

Want to find out what your audience thinks of your messaging? Wynter tells you what’s resonating with your audience, and what's costing you sales. Feedback on your messaging from real people in your target audience, with a focus on B2B.