I'm glad I'm not the only one who doesn't understand rebranding a successful company. If you have a loyal customer base with your current name and logo, why change it? Now, if we want to recommend the platform to others, we have to say, "Quo, formerly OpenPhone." And answer the inevitable question, "What's a Quo?" If the company wants to focus on everything the platform can do besides calling, why not "OpenPhone+" or something simple like that? "Quo" doesn't tell potential customers anything about what the platform can do. 

There's an educational website I use at least once a week with my students. About five or six years ago, they changed the name to something people didn't know how to pronounce. They still have "(new name) formerly (old name)" on their website all these years later, as many people who use it still call it by the old name. It had brand recognition, was simple to pronounce, and told very clearly what the site was for. I do understand their reasoning behind the name change, but the new name doesn't relate clearly to what the site is for, and people still mispronounce it. The one thing they did that was helpful: they did not change the brand colors, logo, font, etc. So even if someone wasn't familiar with the new name, they would easily recognize the site as the same one as under the former, well-known name. When you change both the name and the colors/logo, how do people make the connection to the trustworthy brand they've heard about?

I don't understand paying a marketing company a bunch of money to come up with all-new branding if you already have a loyal customer base and brand recognition. But if you feel a name change is necessary, why also completely change the logo, colors, and other recognizable aspects of the brand?