03 Aug Upcoming Rebranding Effort – The Power of Convergence
Dear CHRON Friends & Family:
In the coming days, we will be making an announcement to the investment community and general public regarding the imminent launch of a name change along with a new, comprehensive rebranding effort. Naturally, I wanted you guys to be the first to know about this upcoming change and bring you in on the logic driving this branding change or evolution if you will. I understand that oftentimes, brand name changes can be poorly received when announced as a surprise and/or without the proper rationale for such a change so I want to make sure we are as transparent as possible on this subject.
I do realize that we just went through one branding exercise when we took over the company and changed the name from the previous one to the current “The Chron Organization, Inc. (CHRON)” During that time, there was some confusion, especially around the ticker symbol change. When we finally got over that hurdle, there was more confusion because we introduced our subsidiary, Zen Technologies, Inc. (Zen) and the entire concept of “Zen Home Services”. I want to remind everyone that when we started, we billed CHRON as a business incubator and stated that we would be focusing on a few different but somewhat related industries. While that was true, it was also a sort of placeholder model while we firmed up our real plans and direction, which still required exploration. From that period to today, our vision and strategy are one-thousand percent clear, and I believe that the new name will prove that.
Without further ado, I am proud to announce that we have been approved by the United States Patent and Trademark Office (USPTO) for use of the trademark, “ZENERGY”. Back in December of last year, our executive management team and all internal staff at the time held a week-long strategy meeting to discuss several initiatives, chief among which was the consideration of a new brand name as our strategy was becoming increasingly clear. After a much-needed back-and-forth in a “best idea wins” approach, we agreed on the name ZENERGY. Since that time, we have had an application with the USPTO toward securing the decided upon ZENERGY trademark for our use. Our plan is to get rid of two different names (i.e. “CHRON” and “Zen”) and have one name across the board that unifies our vision and mission – I believe that this denotes strength as a company and allows us to better focus our efforts and use our resources much more effectively, specifically as it relates to marketing, marketing communications, and investor relations in general.
Toward that end, after our forthcoming Press Release announcing this new trademark, we will begin the aforementioned comprehensive rebranding effort to demonstrate our use of the new trademark. CHRON will be rebranded to Zenergy Holdings, Inc. or something along those lines and, of course, with a new, fitting ticker symbol to match, while Zen will be rebranded to Zenergy. These changes should begin reflecting on both companies’ respective websites and marketing collateral over the next 90 to 120 days.
Definitions: But what is ZENERGY?
Simply put, ZEN + ENERGY = ZENERGY. Pretty straightforward, right? Sometimes, there is glory in simplicity. That said, a more technical definition would be: Zenergy represents the convergence of smart controls/automation, responsible energy consumption, and energy efficiency & conservation. Many people don’t realize that in order to get trademark protection, you have to provide a definition and use of the mark, essentially explaining what is unique and different about your mark. In our case, the definition is most fitting – it is two worlds colliding to form Zenergy; it is smart controls/building automation + energy efficiency and conservation products and services. We are thrilled that the very definition of our name now encompasses that future of convergence. Not only has our vision expanded beyond the realm of smart controls for homes and businesses, it has done so in a manner that remains aligned with our unique value proposition to the market, for years to come.
Timing: But Why Now?
While we have planned this name change for some time, I will admit that we have struggled with the timing of its implementation. We no doubt wanted to secure a standout brand name that would be equally fitting to our business as it would be memorable to all our stakeholders, but with the many start-up challenges we had to navigate, we weren’t sure when to announce or execute the name change. However, over time, we have honed our definition of who we are, what we do and why, and where we intend to go, in the short-term, mid-term, and long-term. Moreover, as our business has matured (up-listed) and with more eyes on our stock, we feel that now is the appropriate time to pull the trigger and let you guys in on our new direction. We believe that with our latest milestones, it is time to bring it all together under one roof, especially ahead of future up-listings to even more renowned national exchanges.
In conclusion, as earlier stated above, the last time we made a name change (from USAR to CHRO), it was a bit confusing for many people so this time, I want to start communicating this message now, especially the definition(s) of the new name, Zenergy. I figure if we treat this change more like a campaign, it will be more productive and everyone will remain on the same page throughout. Again, this name change will be accompanied by a significant rebranding effort that will be rolled out over the next 90 to 120 days.
So, as always, stay tuned, my friends…