We have watched clients rename twice in four years because they attached themselves to whatever the analysts were calling the space that year.
## Name the job, borrow the category
Let the name describe what you do for whom, and use current category language in the supporting copy where it is cheap to change. Then a category shift costs you a paragraph rather than a rebrand and a domain migration.
## Test the message against a shift
Ask what the message would need to become if the leading category term disappeared. If the answer is everything, the message is renting its meaning from someone else's roadmap.
Where this applies
- Branding
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