6. Aurora
Old name: Corona Corporate Solutions (CCS)
Date of name change: 2022
Rationale
A desire to escape the stigma of a global pandemic prompted this managed print specialist to rechristen itself in 2022.
Before Covid came along, the word ‘Corona’ was most commonly associated with the outer atmosphere of the sun (or perhaps a Mexican beer).
But after the onset of Covid conjured a less desirable association in people’s minds, CCS drafted in creative agency Mooch Creative to help it carve out a new – yet similarly astral-themed – identity.
What happened next?
To add insult to injury, Covid took a permanent 48% bite out of Aurora’s core managed print market.
But it has since bounced back, emerging as something of a consolidator in the space with its recent acquisitions of Right Digital Solutions and the assets of Ethos.
Reseller rebrand countdown continues on following page…
