"During Charles Giancarlo's first all-hands meeting after becoming CEO of Pure Storage in 2017, an employee asked: "How long are we going to keep the name Pure Storage?" The question suggested that having "storage" in the company's name limited the range of products and services it could offer customers. "My response at the time was, 'We can think about a new name as soon as we start doing something other than storage,'" Giancarlo recalls."
"Though the company may be best known for its data storage platform-including its all-flash hardware that uses ultraefficient flash memory modules instead of spinning hard drives-Giancarlo is pushing the Santa Clara, Calif.-based tech concern into data management. Today, he unveiled a new name, Everpure, reflecting his ambition to deliver a broader array of products and services to enterprises. A brand by any other name The Everpure moniker preserves the brand equity of "Pure" from the original company name."
Charles Giancarlo changed Pure Storage's name to Everpure to signal a shift beyond storage into data management and a broader enterprise product set. The new Everpure name preserves the 'Pure' brand equity while nodding to the Evergreen subscription program and keeps the PSTG ticker and logomark. The company is known for all-flash storage hardware using ultra-efficient flash memory modules rather than spinning drives. Rebranding efforts can be costly—Frontify estimates over $1 million for complete overhauls—but B2B name changes generally attract little public controversy compared with consumer rebrands. Giancarlo expects the name change to fade from public attention within a year.
Read at Fast Company
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