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EXCLUSIVE: NewLease rebrands to Rhipe from December 1

Jennifer O'Brien | Nov. 10, 2014
Due to expansion and investment opportunities both nationally and around the globe, and the need to chart a future pathway with service providers, NewLease is rebranding the company to Rhipe, a move effective December 1, 2014.

Looking ahead, he said the company wants to appeal to customers in a number of new and innovative ways.

"One of the things I've been talking to our customers about is where they don't have the capability to implement particular service software. Where they don't have the ability to implement software themselves, we can help them with that. There is every potential that, as we expand, we'll be looking for what value we can add to our channel community. We certainly don't have the capability today to provide these services to our customer, but it is certainly on our radar."

O'Hanlon said another exciting new direction in digital and social marketing is surfacing for the company thanks to the growing reliance on the online world.

"We believe there's a real opportunity for us to help our customers, our partners, with digital and social marketing. The original founders have built a relationship business, which is very strong, and we know that our customers would love us to help them generate leads. And we can do that by building a new digital and social presence. It is a bit harder for us to do under the NewLease brand, especially as we expand into new geographies. So you'll see a lot of investment for us around marketing digitally and socially and lead generation for our customers as well, and the founders are very, very supportive of it as the business continues to grow."

Asked how the company developed the new name, O'Hanlon said the company was listed on the ASX under the name of Rhype with a similar logo. "It was spelt with a 'y'. We ran internal executive workshops with the team whether we should stick with the Rhype name or go with alternates. It was a pretty extensive program and the votes all landed with Rhipe with an 'I' instead of a 'y' so that's where we're going."

O'Hanlon said if you deconstruct the name, there are a number of meanings. "In you go online you'll find there's an Ancient Greek city named Rhipe, but in reality the name came about because we were already listed under that name."

From December 1, the company will have "a brand new look, a really nice new website, a really good story around our channel Cloud community, and videos on the website, which will be much more interactive and digitally modern in terms of the experience partners have with us," he said.

NewLease head of marketing, Carolyn Agombar, is tasked with running the internal audit of every touch point in the organisation that needs a brand refresh or change.

It is all hands on deck, O'Hanlon admitted, in steering the ship and educating the market through the transitory times. "We will continue to carry the NewLease name for a little while just so people can see the transition. It is obviously a fairly significant step to re-educate the market after a number of years using another name. But we're excited about it, using new colours, new logos, and new fonts."


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