trip action rebrand

TripActions to Rebrand as Navan

Matthew Parsons , Skift

February 1st, 2023 at 9:00 AM EST

New year, new look, as travel agencies across the board look to get off to a fresh start as business recovers.

Matthew Parsons

Corporate travel agency TripActions is rebranding to Navan, Skift has learned.

The new name will take effect on Feb. 7, sources tell Skift, and comes after the corporate travel agency filed the trademark last year .

In October, TripActions told Skift that it gets “trademarks and domains often” and that the filing was “not indicative” of a name change.

It’s unclear what the strategy is for the rebrand and what Navan is meant to represent — perhaps navigate?

TripActions did not immediately respond to Skift for comment.

The trademark/service mark application (below) spans six categories, and as well as booking travel and managing travel includes provision for issuing credit cards and payment cards, credit card and payment card transaction processing services, and financial administration of credit card and payment card accounts.

In October, TripActions raised $300 million, with the extra funding to be “used to accelerate expansion.”

As of the end of July 2022, TripActions had 2,500 employees across nearly 60 global offices.

TripActions isn’t the only one looking for a fresh start as corporate travel starts to recover. Last week rival agency American Express Global Business Travel announced it was r estructuring to focus on small and medium-sized companies .

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Photo credit: TripActions co-founder and CEO Ariel Cohen, left, with co-founder and chief technology officer Ilan Twig. TripActions

Reed & Mackay’s Parent Company Rebrands to Navan

• February 7, 2023

TripActions is now officially Navan and at Reed & Mackay we’re hugely excited to be part of this innovative family. Don’t worry, the Reed & Mackay brand and our exceptional service is going nowhere. We’ll be leveraging the scale, content reach and innovation of the wider Navan group to double down on our commitment to world class service and our client-led product suite. Exciting developments to come across the group. Watch this space.

PALO ALTO, February 7, 2023 — TripActions, the all-in-one travel, corporate card, and expense management solution, today announced that it has rebranded to Navan and consolidated its platform solutions into a super app. The name change comes as the company defines a new category of software: Business Software Designed for People.

“Today’s enterprises need solutions that increase operational efficiencies, decrease costs, optimize processes, and ensure compliance. At the same time, employees want to eliminate menial and manual tasks that take unnecessary time and energy away from their actual jobs. When done well, it’s a magical experience for all involved—that’s what users get with Navan,” says Navan co-founder and CEO Ariel Cohen.  

Navan , a combination of the words navigate and avant, has pioneered the next generation of business software based on a people-centric product design. Utilizing the cloud, mobile, and AI technology, Business Software Designed for People delivers a personalized experience for everyone, from front-line workers to managers and executives.

In alignment with that standard, Navan has pulled all of its travel and expense offerings into a single super app that is now accessible to individual business travelers with an associated company email address. It has also integrated OpenAI’s API with its AI-powered virtual travel assistant, Ava , making Navan the first travel company to leverage the technology. 

“We believe business software should focus on the user by providing them with a smooth, efficient, and well-supported experience,” says Ilan Twig, Navan co-founder and CTO. “Since the company’s inception, it has been a leader in the travel and expense industry, incorporating AI to drive automation, predictability, optimization, and world-class customer support for users. Since we already had that infrastructure, incorporating OpenAI’s API to our codebase and Ava was a natural next step.”

The brand change comes as a direct result of the company’s growth and evolution. TripActions’ founding vision of a simplified corporate travel experience has expanded to address the intertwined pain points of expense reporting, spend management, corporate cards, group travel, VIP travel, meetings and events, and personal travel.

Navan’s web and mobile applications are now available to download; new users can sign up with their company email and start using the app to book and manage travel without the need for a company-wide contract.  

“Navan brings business travel into the 21st Century: fully automated, super smart, and delightful to use,” says Andreessen Horowitz co-founder Ben Horowitz. “If Navan was available when I was an enterprise software CEO, I might still be an enterprise software CEO.”

To learn more about the rebrand, go to https://navan.com/blog/tripactions-rebrands-to-navan

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Feb 7, 2023

Rebranding TripActions and Reinventing Travel & Expense

 When my co-founder Ilan and I first started TripActions, we had a set of beliefs that guided our work. We believed that we could create something truly magical if we could equally serve the needs of the enterprises and their employees. In order to do that, we would need to develop a set of experiences for all users by leveraging the latest advancements in mobile technology and AI. Over the last seven years, we have run the only travel, corporate card, and expense management company that delivers the exact experience employees demand while providing complete control and visibility for CFOs. This has resulted in thousands of happy customers saving time and money.  This seven-year process has inspired us to create a new category of business software — Business Software Designed for People. We believe this category creates a kind of magic in the workplace. And that's what we've been working towards since the beginning. Today, we are proud to have accomplished just that. But our journey doesn't stop there. We are excited to announce that we are taking the next step and rebranding TripActions with our new name — Navan — new designs, new messaging, and a newly defined category: Business Software Designed for People. 

 Our new name Navan is a combination of the words “navigate” and “avant” (as in innovative or avant-garde); it is the art of navigating the world of travel with ease and grace. The name is also a palindrome, which means it can be read the same way forward and backward. Navan’s offering is accessible from every angle and can help people travel easily and manage expenses efficiently. Our new name was chosen to communicate the company's offerings in a simple, elegant, and scalable way. The new name is not just focused on travel — rather, it is intentionally broad, acting as a platform to service clients holistically through relentless innovation.  We believe this new name represents our recommitment to a more people-centric design approach, and our goal is to bring our platform to more people. Our new branding, design, messaging, and website are all geared toward making it easier for people to discover and sign up on Navan. 

Why Rebrand?

 We are rebranding as part of our expanded go-to-market strategy — we are also introducing a loyalty club for our users, where they can earn points for personal trips on our platform. This is just one of the many ways we are taking the company to the next level and gaining more reach.  We are confident that our new branding, design, messaging, and loyalty club will help us lead this new category of software that is focused on not just the business side, but also the people side. We believe that by balancing these two aspects, we are creating a unique and magical experience for all of our users.  With the rebranding to Navan, we continue to challenge the market to build software that improves the lives of people fundamentally, while saving companies time and money. Our all-in-one product offerings bridge the gap between the mobile, AI, and physical worlds, creating a harmonious experience that allows for authentic human connections. We believe that software should be designed to help businesses become more efficient while meeting the needs of the people who actually use it. 

 Our new app consolidates our travel and expense offerings into a single, unified experience. It reflects our brand's new look and feel by weaving in effortless, but dynamic movements, transitioning easily between our travel and expense offerings. Users can search and book trips, change or cancel flights or hotels, and submit expenses all in one app. The new web experience features a simplified search field for booking business or personal travel, with upcoming trips front and center. Users and company admins can now access our expense, group travel, or rewards products with one click.  At Navan, we understand the importance of in-person interactions and strive to create software that enhances these connections rather than replacing them. Unlike traditional travel and expense software companies, we measure success by predictability, optimization, and excellent customer support.  As a company, we will continue to lead this industry change and make a real impact on the way people work and connect. We are excited to embark on this journey and can't wait to see the positive changes we can bring to the travel and expense industry for years to come.  Welcome to Navan: Travel Made Easy  Ariel Cohen/Ilan Twig

When my co-founder Ilan and I first started TripActions, we had a set of beliefs that guided our work. We believed that we could create something truly magical if we could equally serve the needs of the enterprises and their employees. In order to do that, we would need to develop a set of experiences for all users by leveraging the latest advancements in mobile technology and AI. Over the last seven years, we have run the only travel, corporate card, and expense management company that delivers the exact experience employees demand while providing complete control and visibility for CFOs. This has resulted in thousands of happy customers saving time and money.

This seven-year process has inspired us to create a new category of business software — Business Software Designed for People . We believe this category creates a kind of magic in the workplace. And that's what we've been working towards since the beginning. Today, we are proud to have accomplished just that. But our journey doesn't stop there. We are excited to announce that we are taking the next step and rebranding TripActions with our new name — Navan — new designs, new messaging, and a newly defined category: Business Software Designed for People.

Our new name Navan is a combination of the words “navigate” and “avant” (as in innovative or avant-garde); it is the art of navigating the world of travel with ease and grace. The name is also a palindrome, which means it can be read the same way forward and backward. Navan’s offering is accessible from every angle and can help people travel easily and manage expenses efficiently. Our new name was chosen to communicate the company's offerings in a simple, elegant, and scalable way. The new name is not just focused on travel — rather, it is intentionally broad, acting as a platform to service clients holistically through relentless innovation.

We believe this new name represents our recommitment to a more people-centric design approach, and our goal is to bring our platform to more people. Our new branding, design, messaging, and website are all geared toward making it easier for people to discover and sign up on Navan.

We are rebranding as part of our expanded go-to-market strategy — we are also introducing a loyalty club for our users, where they can earn points for personal trips on our platform. This is just one of the many ways we are taking the company to the next level and gaining more reach.

We are confident that our new branding, design, messaging, and loyalty club will help us lead this new category of software that is focused on not just the business side, but also the people side. We believe that by balancing these two aspects, we are creating a unique and magical experience for all of our users.

With the rebranding to Navan, we continue to challenge the market to build software that improves the lives of people fundamentally, while saving companies time and money. Our all-in-one product offerings bridge the gap between the mobile, AI, and physical worlds, creating a harmonious experience that allows for authentic human connections. We believe that software should be designed to help businesses become more efficient while meeting the needs of the people who actually use it.

Our new app consolidates our travel and expense offerings into a single, unified experience. It reflects our brand's new look and feel by weaving in effortless, but dynamic movements, transitioning easily between our travel and expense offerings. Users can search and book trips, change or cancel flights or hotels, and submit expenses all in one app. The new web experience features a simplified search field for booking business or personal travel, with upcoming trips front and center. Users and company admins can now access our expense, group travel, or rewards products with one click.

At Navan, we understand the importance of in-person interactions and strive to create software that enhances these connections rather than replacing them. Unlike traditional travel and expense software companies, we measure success by predictability, optimization, and excellent customer support.

As a company, we will continue to lead this industry change and make a real impact on the way people work and connect. We are excited to embark on this journey and can't wait to see the positive changes we can bring to the travel and expense industry for years to come.

Welcome to Navan: Travel Made Easy 

Ariel Cohen/Ilan Twig

Ariel Cohen CEO & Co-Founder

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TripActions rebrands to Navan

TripActions has rebranded to Navan and has consolidated its platform solutions into one app. 

The name change comes as the company introduces business software based on a “people-centric product design”. Utilising the cloud, mobile, and AI technology, Business Software Designed for People delivers a personalised experience.

Navan has pulled all of its travel and expense offerings into a single app and integrated OpenAI’s API with its AI-powered virtual travel assistant, Ava, claiming it is the first travel company to use the technology.

“You can book a fairly complex trip on our platform in only five minutes, because of our AI technology inside our search which understands you as an individual. Our chatbot, Ava, services 30% of interactions inside our call centre and it gets the same level of satisfaction that our agents are getting,” says Navan co-founder and CEO Ariel Cohen.

Cohen explains that the AI can lower costs around supporting customers, freeing up agents to deal with more complex issues.  “For example, a flight gets cancelled, the connection is lost and there’s no hotel booked- this is very hard to achieve through AI, so you want a real agent.”

He adds: “Today’s enterprises need solutions that increase operational efficiencies, decrease costs, optimise processes, and ensure compliance. At the same time, employees want to eliminate menial and manual tasks that take unnecessary time and energy away from their actual jobs.” 

Michael Riegel, General Manager Navan Europe, said the technology will take away a lot of the pain points for travel managers.

“Around 50% of what they are dealing with is employees that are annoyed about problems they’re having with booking their trip or filing their expenses. This will take care of that and will allow travel managers to focus on saving money, negotiating a better rate, devising programmes and policies and doing all the other important parts of their role,” he said.

Navan’s web and mobile applications are now available to download. New users will soon be able to sign up with their company email and start using the app to book and manage travel without the need for a company-wide contract.

See our Q&A on the rebrand with Michael Riegel, General Manager Navan Europe

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Last updated on April 23rd, 2024

Why TripActions Ditched a $2-Billion Brand Name for Navan

Article's Content

The idiom “if it ain’t broke, don’t fix it” is applicable in many different instances throughout our personal and professional lives — but in the world of B2B SaaS, it’s a very dangerous proposition.

The industry is all about innovation. Products, marketing strategies, and even brands that seem to have staying power are, actually, constantly iterating and changing behind the scenes. Even a multi-billion-dollar corporate travel company, with thousands of high-profile enterprise clients like Zoom, Canva, and Patreon, might need to ditch its valuable brand name to unlock the next level of growth. 

This is what we see with TripActions’s rebrand to Navan.

The company has dominated the corporate travel industry for years, even surviving the dark days of the pandemic that wreaked havoc on the key pillars of travel: airlines, hotels, and car rentals. But despite its perseverance and success, the company decided to ditch the billion-dollar brand name TripActions for the sleek alternative “Navan.” 

In this article, we’ll dive into why a flourishing SaaS brand like TripActions decided to scrap its branding to unlock the next level of growth.

But before we dive into the specifics of the TripActions-Navan transition, let’s take a quick look at why a simple name change can make such a big impact.

The Importance of the Brand in Brand Equity

For all the attention we as marketers pay to metrics, processes, and analytics in the SaaS industry, it’s easy to forget about the importance of the creative element. Decisions about the company name, color scheme, brand story, and values — the foundation upon which you build the rest of your marketing strategy — are driven by highly creative exercises. 

The right mix of brand elements, when channeled through your marketing efforts, is what separates a good brand from the truly great ones. Ross recently touched on this very topic in his recent interview with Chase Dimond:

This is the accrual of brand equity. 

Brand equity is also a precursor to increased CLV and company profitability. Studies of the impact that marketing efforts have on brand equity have been around for decades. So too, has research on the impact that brand equity can have on customer acquisition, retention, and profitability . But it wasn’t until the last decade that marketing researchers started to differentiate between specific marketing efforts and improved customer lifetime value. 

Essentially, “the soft marketing” approach of building a brand that customers relate to on a human level is invaluable for companies that want to increase customer lifetime value. 

The real financial impact of brand marketing is something we’ve observed firsthand at Foundation during our research and analysis for our 2023 BRICK Report on SaaS branding excellence. Companies that come in near the top of their industry in terms of market cap, like Slack, Atlassian, and DocuSign, consistently outperform on the branding side as well. 

Now, let’s take a look at the reason behind TripActions’s brand equity gamble.

Already a $2-Billion Company, Why Did TripActions Rebrand?

Since being founded in 2015, TripActions has raised $2.2 billion in capital over 15 funding rounds, culminating in a $9.2 billion valuation as of 2022. Over this period of time, the company has expanded its core offering beyond business travel to provide expense and corporate card management as well. This helped the company capture and retain a laundry list of high-profile enterprise clients , including Lyft, Okta, Snowflake, Axios, Yelp, and more. 

This strategic product development and network of high-profile clients had given TripActions a massive edge over its competitors in the travel management niche , including products from major brands like SAP and Zoho.

So, this begs the question: Why would TripActions mess with its brand equity and risk letting the rest of the pack catch up?

Let’s take a look at three reasons why.

1) Freeing Itself From a Constraining Brand Name 

For a company that wants to dominate a niche like business travel management, TripActions is an amazing name. It gives potential customers the gist of the product category in a straightforward way. 

But this style of name is a double-edged sword. By including the industry niche in its brand name, TripActions was tying itself directly to the travel management industry — limiting its ability to effectively market new products and expand into other vertical markets . 

While the travel management software market size does have a sizable TAM, with 2023 projections coming in at over $9 billion, the association between the TripActions name and the travel industry was limiting its ability to compete in other industries like expense management. 

One of its main competitors in this new niche, Expensify, has a brand name that connects directly to the industry. Even though TripActions had its own popular expense product, TripActions Liquid, the core brand name made it an uphill climb.

Taking a look at the tight 325-brand race for the best expense management product , it’s clear that the switch to Navan was the right decision. The newly named Navan has a slim lead over Expensify and other established names in the niche, like SAP and Airbase.

Changing to Navan means potential customers are less likely to think of the company as “a business travel company that also offers expense management” and more likely to view it as a comprehensive platform that can address all travel and expense needs. 

So, not only is Navan winning at corporate travel, but it’s also captured an adjacent industry to further extend its TAM by billions of dollars. This is particularly important considering the big plans it has on the horizon. 

2) Using “Navan” as a Go-to-Market Launchpad

According to CEO Ariel Cohen , Navan is a portmanteau of “navigate” and “avant,” signifying the company’s dedication to addressing corporate travel and expense management in an innovative way. He also points out that it’s a palindrome — a word spelled the same whether read left to right or right to left — which signifies that the platform is accessible to its customers from every angle. 

Is the explanation a bit cheesy? Yes. But research shows that this type of strategic introduction has an impact on how customers perceive the brand name.

The Journal of Marketing recently published a study on unconventionally SaaS-y brand names like Lyft or Kustomer, finding that customers have a negative reaction unless there’s a compelling story behind it or the customers want a memorable experience . Essentially, the rebrand needs to have meaning behind it, and that meaning needs to be tied to engaging experiences. 

In the case of TripActions, it’s not just a move for the sake of a move. The Navan name is part of a strategic play to advance the company’s position as the top travel and expense option for enterprises and SMBs. Here’s what Cohen had to say about the reason behind the change in a rebrand announcement post : 

“We are rebranding as part of our expanded go-to-market strategy — we are also introducing a loyalty club for our users, where they can earn points for personal trips on our platform. This is just one of the many ways we are taking the company to the next level and gaining more reach.

We are confident that our new branding, design, messaging, and loyalty club will help us lead this new category of software that is focused on not just the business side, but also the people side. We believe that by balancing these two aspects, we are creating a unique and magical experience for all of our users.”

So, Navan is the vessel for delivering a better experience to the two sides of the company’s product offering: the business side and the employee side. 

3) Providing the Brand Boost for Its Suspected IPO

The buzz around a potential TripActions/Navan IPO is almost a year old at this point, in part due to the fact that IPOs have been few and far between since the heyday of 2021. That hype ramped up after the Navan rebrand earlier this year, when the company’s designs on going public were all but confirmed by Cohen . 

But does a sleek new name, updated color scheme, and new brand ethos really provide the added boost a solid SaaS brand needs to reach the escape velocity for a successful IPO? 

In the right setting, the answer, apparently, is yes. 

In Ernst & Young’s Guide to going public , the consulting experts state that the “intangibles” of brand strength and company story actually play a large role in the decision-making process for institutional investors. In fact, according to EY, the equity story pitched by the founder is the second most important IPO success factor to investors, coming in just behind the strength of the management team themselves. The guide also states that approximately 40% of IPO investment decisions are based on non-financial factors, including brand strength. 

Considering the general hesitancy from VCs and founders to take SaaS companies public amid market uncertainties, the decision to rebrand to Navan in the lead-up to the IPO seems to be a smart play by the travel and expense company.    

How Navan Compares to Other Tech Rebrand Gambles  

Some SaaS rebrands, like Airbnb or Instagram, are as simple as revamping a logo to keep the brand fresh and generate some hype. But for others, this process is extensive, involving an entirely new name, brand ethos, and market orientation. Both can be beneficial, but the latter carries a lot more risk. 

There are countless examples of software brands undergoing a rebrand to prepare for IPOs, expand market share, or take over adjacent verticals. Let’s take a look at a few prominent examples:

eShares → Carta

Carta’s decision in 2017 to ditch its original name, eShares, in many ways mirrors the switch from TripActions to Navan. 

For one thing, the initial name had the company pigeonholed to a niche segment within an expanding market. In eShares’s case, it was helping founders issue stock within the private equity space, while for TripActions, it was assisting with corporate travel within the expense management space. By switching to Carta and Navan, both companies opened themselves up to an increase in market share by transitioning away from restrictive feature-specific names.

Since the rebrand, Carta has also built up its presence with a substantial SEO moat . It will be interesting to see what opportunities Navan can capitalize on with its new name. 

ChubbyBrain → CB Insights

Say you’re a founder, investor, or market analyst interested in gathering data about private companies and VCs from a reputable source. Which analytics platform are you going to invest in: ChubbyBrain or CB Insights?

Yeah…not a difficult decision. 

Well, it just so happens that this is exactly what happened to the growing ChubbyBrain brand. In an old blog post , the team explains how they lost out on a potential client who “[loved] the product and the data” but simply couldn’t buy the product because of the name.

But that’s what rebrands are for — smoothing over any cracks (or chasms) that emerge between a company’s product or service offering and its appearance in the market. The simple name change is a big reason why CB Insights is able to rake in an estimated $100 million in annual revenue. 

Realtime Board → Miro

Miro’s masterclass in product-led growth is something I’ve touched on before, but it’s important to note that its explosion in popularity was precipitated by a brand overhaul as well. Like Carta and Navan, Miro first launched with a straightforward brand name that served primarily to define a new category for visual collaboration tools: Realtime Board.  

In the first quarter of 2019, Realtime Board became Miro — a brand name that CEO Andrey Khusid says “symbolizes visual expression, experimentation, and work that transcended borders and impacts many.” Khusid says the objective for the rebrand was finding a name that was: 

• Easy to pronounce and spell
• Reflective of the brand story and values

The Navan team can be optimistic about the success of its rebrand, given that the name meets these three key objectives. And considering Miro is now number 4 on the Forbes Cloud 100, I’m willing to take this as a recipe for brand-name success. 

Brand Names are Delicate But Powerful: Use Them Wisely

It’s still too early to tell whether TripActions’s rebrand to Navan will be a success, especially given the uncertainty around IPOs. Still, all signs seem to point in a positive direction. The company has followed in the footsteps of prominent brands like Carta and Miro, ensuring that the new brand name is memorable and easy to pronounce and spell. 

The Navan rebrand also checks all the important strategic boxes for a successful transformation:

• It opens the company up to new verticals and customer segments
• There is a compelling reason behind the decision for the new name
• It doesn’t rely on SaaS-y gimmicks like incorrect spelling or the “ify” suffix
• The rebrand is timed with a new product rollout and upcoming IPO

Successfully navigating a rebrand isn’t easy, and the process requires lots of creative and strategic thinking. But if you follow in the footsteps of  Navan, you may be able to 10x that brand equity. 

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Here's what organizations can learn from our rebrand.

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Matt Gayer is the Executive Director of Spur Local , formerly the Catalogue for Philanthropy.

Last year, the small D.C.-based nonprofit where I serve as executive director rebranded from the Catalogue for Philanthropy to Spur Local. This was the organization's first significant rebrand in the two decades since our founding. While timely and intensive, the process was also rewarding and strategically necessary. Here are some important insights I learned along the way.

Start With Your 'Why'

If you are considering rebranding, the most important question to ask yourself is why ? Why should your organization rebrand itself now? The process is a significant enough investment (and risk, for some) that you need to have a clear reason—not because "it feels like time," but because you can communicate a compelling argument for it to your community.

For example, the Catalogue for Philanthropy began in 2003, highlighting the work of critical and small nonprofits in the Greater Washington, D.C., region by producing and mailing a print catalog of community-selected organizations to thousands of local households. As we grew in response to our community's needs, we expanded our offerings to include a robust website, digital catalog, capacity building and professional development for thousands of nonprofit professionals, nonprofit consulting and more. Today, we are a platform of support and not a product-based brand. We needed a larger container to describe the work we do now.

Gather Different Perspectives

After you know your why, consider your different audiences—how they feel about you, how you want them to feel and what they care about most. Ideally, your existing brand holds value for people, especially your long-term supporters. They may be understandably skeptical or even oppositional toward a change. Being conscious of what isn't changing about your organization will be especially helpful here.

Rudy Giuliani And Mark Meadows Indicted In Arizona Fake Electors Case

Tupac shakur s estate challenges drake over ai vocals in kendrick lamar diss song, as russian troops broke through ukrainian lines panicky ukrainian commanders had no choice but to deploy one of their least prepared brigades.

In my case, we needed our new brand to connect with the diverse range of audiences we now engage with. To do so, we wanted to convey our focus as a local resource and our role as a driver of local action. None of this surprised our supporters because our values did not change. Rather, our rebrand communicates who we are and what we do more clearly. It gives space to honor and continue many of our successful legacy programs while staying responsive to our community's emerging needs.

Plan Your Process

Rebranding takes time. The best way to prepare for it is to give yourself, your staff and your community grace and support. Based on both what I have seen myself in doing this work and what we have seen from our network of nonprofit partners, many of which have undergone a rebrand in the past two to six years, the initial planning and new brand creation process can take five to 10 months. The active period for rolling out a new brand typically takes three months. Finally, the transition between your old and new brands will likely last one to two years.

Even a year into our rebrand, many team members (including myself) still use the old name occasionally. Your team's and supporters' habits will take a while to shift. Expect to honor the full length of your organization's transition period and give people the space to express their nostalgia for your old brand and any negativity or neutrality they may have toward your new brand. Not everyone has to love it right away—it is rare for a stakeholder to see your new name or look and be instantly enamored with it. A brand is not just its assets; what we create around it matters most. Engagement, building trust and establishing expectations take time.

Tips For Organizations That Are Rebranding

Setting up your new brand rollout to be as successful as possible is critical to generating positive momentum.

• Create ownership. Staff and board must be aligned on the need for a rebrand. Ideally, one to two staff members should own part of the process and there should be a committee on the board. This leadership group guides the rebranding and implementation. Doing so garners support from internal stakeholders and cheers the process on to ensure strong internal adoption and excitement.

• Have conversations. Make time to check in personally with all key individuals and partners, and consider giving them an early preview of your new brand. This one-on-one cultivation can go a long way in getting supporters on board.

• Repeat yourself. The rebrand should be a core part of your regular communications during the first year or two, including in individual discussions. Modern marketing believes your audience needs to hear something seven to nine times before it sticks, which is likely a minimum during a rebrand. Get used to telling the story of why a rebrand, why this new brand and what you are excited about.

• Make it splashy. Do something special when you launch your new brand to drum up excitement over the announcement, signal to your audience when they can expect to know more and leave a lasting impression. When we unveiled our new brand, we did so exclusively at our annual gala so guests knew before the public announcement the following morning. We had branded swag, a social media plan and a way for them to engage with our newly branded website. What you do does not need to be fancy or expensive, but it needs to feel like a specific moment.

• Reassure your audience. When communicating about your rebrand, clearly state what your organization is not changing, especially your values, mission and programming.

• Give people different avenues to engage. Prepare talking points that approach your new brand from different perspectives and train your internal stakeholders so they can share this messaging in their own voice.

Now that we are one year into our new brand, we have experienced positive engagement with and support for our organization, which reenergizes us daily. Whether our team is out tabling at community events or sharing about the organization in organic conversations, we feel more aligned and rooted because of the clarity that emerged from the rebranding process. A rebrand can remind your organization of its values, honor its history and impact, and transform how you communicate about your work to connect with new audiences.

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Join PlayStation Tournaments: Road to Evo and watch Evo Japan

Play for a trip to Evo in PlayStation Tournaments: Road to Evo and watch Japan’s premier fighting game tournament.

As we near the end of April, the fighting game scene truly begins to heat up. From April 27 to 29, the best of the best will gather in Tokyo to crown an Evo Japan champion. Then, players will gather for the world’s premier fighting game event, Evo 2024 in Las Vegas. Through the PlayStation Tournaments: Road to Evo program, players can compete at home and join online competitions for a chance to win a trip and showcase their skills at Evo 2024 in Las Vegas.

Win a trip to compete at Evo 24 in Las Vegas in PlayStation Tournaments: Road to Evo 2024

We’re excited to announce details for Road to Evo 2024 on PS5 Tournaments. Players worldwide are invited to compete to win a round-trip ticket to Evo in Las Vegas and play on the biggest stage in fighting games. 

Road to Evo 2024 will feature Street Fighter 6, Tekken 8, Guilty Gear -Strive-, Mortal Kombat 1, The King of Fighters XV on PS5. Six regions are eligible to compete: North America, Europe, East Asia*, ANZ, and MENA. In the end, 15 PlayStation competitors will be given the opportunity to travel and compete in Las Vegas.

Players who join the PlayStation Esports Discord between April 25 to May 9 will earn a unique Evo-themed PlayStation Network avatar. To join the Discord channel, click here.

Last year’s Road to Evo champions accomplished some incredible feats battling through online and in-person challengers to reach the world’s biggest stages. We followed their journey all the way from their PlayStation consoles to the largest Evo of all time. Watch their inspiring story in this new documentary.

Evo Japan starts this weekend

The fighting game community’s eyes will be on Tokyo this weekend as players compete in Tekken 8, Street Fighter 6, Guilty Gear -Strive-, The King of Fighters XV, Under Night In-Birth II [Sys:Celes], Granblue Fantasy Versus: Rising and Street Fighter III: 3rd Strike.

Evo Japan marks Tekken 8’s first major tournament and will also feature the return of  the fan-favorite Street Fighter III: 3rd Strike. Tune into the English stream on Evo’s Twitch channel from April 27th to April 29th. You can also compete at home in Tekken 8, Guilty Gear -Strive-, and The King of Fighters XV through PlayStation Tournaments on PS5.

Get ready for Evo 2024 in Las Vegas

From July 19th to July 21st, the biggest weekend in fighting games will commence at Evo 2024 in Las Vegas.

The weekend will feature the genre’s biggest titles, including new Evo debuts like Tekken 8, Mortal Kombat 1, Under Night In-Birth II [Sys:Celes], and Granblue Fantasy Versus: Rising.  Street Fighter 6, Guilty Gear -Strive-, and The King of Fighters XV will also return to the Evo stage, and community classic Street Fighter III: 3rd Strike returns to Evo for the first time since 2009.

This year also features Evo in a new venue: The Las Vegas Convention Center. Fans can expect enhanced versions of the activities and experiences that define the show. Read more about the Evo attendee experience here. For those at home, you can watch Evo live on Twitch and YouTube.

We can’t wait for what Evo 2024 will bring, and we hope you’ll join us. Tickets are on sale now. See you there!

*Eligible East Asia territories are limited to Japan, South Korea, Hong Kong, Taiwan

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Middle East Crisis U.S. Won’t Suspend Aid, for Now, to Israeli Unit Accused of Abuses

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• Israeli police detaining protesters during a demonstration by Israeli and American rabbis near the Erez crossing into Gaza. Reuters
• Palestinian children waiting for a water supply tank in Rafah, southern Gaza. Mohammed Abed/Agence France-Presse — Getty Images
• Damage in the area of Nabatieh, southern Lebanon. Ramiz Dallah/Anadolu, via Getty Images
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Follow live news updates on the crisis in the Middle East .

Blinken says the U.S. could take action if Israel fails to hold its troops accountable.

The Biden administration, which has been under pressure for its support of Israel’s war in Gaza, will not withhold military aid from a troubled military unit accused of human rights violations in the West Bank, so long as Israel continues with steps to hold the members of the unit accountable.

In an undated letter, Secretary of State Antony J. Blinken told the House speaker, Mike Johnson, that the United States was working with Israel to address charges against the unit, the Netzah Yehuda battalion. Though the letter did not mention the battalion’s name, a U.S. official confirmed that Mr. Blinken was referring to Netzah Yehuda, which has been investigated for crimes in the West Bank predating the Oct. 7 Hamas-led attack that set off the war in Gaza.

The official, speaking on the condition of anonymity to discuss delicate diplomacy, said that the Biden administration could still take action against Netzah Yehuda if it concludes that Israel has not taken sufficient steps to hold its members to account.

The letter, obtained by The New York Times, said the State Department had determined that Netzah Yehuda had committed “gross human rights violations” against Palestinians in the Israeli-occupied West Bank.

U.S. officials had reached similar findings about two other Israeli military units and two civilian units, the letter said, but in those cases the Biden administration had decided not to withhold military aid because Israel was already acting to “bring to justice” culpable service members.

Mr. Blinken assured Mr. Johnson in the letter, reported earlier by ABC News , that the United States “will not delay the delivery of any U.S. assistance, and Israel will be able to receive the full amount appropriated by Congress.”

Under federal statutes commonly known as the Leahy law , the U.S. government must deny aid to foreign military units found to have committed gross violations of human rights without accountability. The law allows for the targeting of individual units without cutting off entire foreign militaries.

It was not clear what practical effect any such move might have, given that funding of specific Israeli units is hard to track, and it is unclear whether the units mentioned in the letter receive American training or equipment.

Still, the news last week that U.S. officials were considering withholding aid from Israeli military units for abuses prompted a furious response from Israel and from Mr. Johnson, a strong supporter of the current Israeli government. Mr. Johnson said this week that he had called the White House in protest and had received an assurance in writing that none of the billions in additional U.S. aid to Israel approved by Congress this week would be affected.

The Biden administration has faced growing calls to restrict American aid to Israel over its military offensive in Gaza in response to the Hamas-led attacks in October. President Biden so far has declined to place conditions on U.S. aid over Israel’s devastating tactics in the Gaza war, though he has taken several steps in response to violence by Israelis in the West Bank, including placing sanctions against several Israeli settlers for what the U.S. has called “extremist” acts of violence against Palestinians.

In his letter to the Republican House speaker, Mr. Blinken said that two Israeli battalions and “civilian authority units,” none of which he named, had committed human rights abuses but that he had “determined that the Israeli government has conducted effective remediation of the units involved.” He defined remediation as a process in which a foreign government takes “effective steps to bring to justice the responsible members of the unit.”

In the case of Netzah Yehuda, which he did not cite by name, he said that “there has not been effective remediation to date” but that the Israeli government “has presented new information regarding the status of the unit, and we will engage on identifying a path to effective remediation for this unit.”

Mr. Blinken is planning to travel to Israel next week for meetings with Israeli leaders to discuss efforts to free hostages from Gaza and an impending Israeli military operation in the southern Gaza city of Rafah, an Israeli official said on Friday. It was not immediately clear whether he would discuss Netzah Yehuda. Mr. Blinken has discussed the matter by phone with senior Israeli officials in recent days.

Under the terms of a 10-year security agreement that the United States and Israel reached in 2016, the United States must consult with Israeli officials before placing restrictions on security assistance. That consultation is ongoing, according to the U.S. official.

Netzah Yehuda, which was created to accommodate the religious practices of Israel’s ultra-Orthodox community, has been repeatedly accused of mistreating Palestinians.

In January 2022, according to witnesses, its soldiers bound and gagged a 78-year-old Palestinian American who died of a heart attack while in military custody. An investigation concluded that the two soldiers who bound the man thought he was sleeping. The soldiers faced disciplinary action but no criminal charges were brought.

The unit was transferred in 2022 from the West Bank to the Golan Heights in northern Israel, according to Mr. Blinken’s letter.

Mr. Blinken added that no other Israeli units had been found culpable of rights violations under the Leahy Law and that the administration’s deliberations “will have no impact on our support for Israel’s ability to defend itself against Hamas, Iran, Hezbollah or other threats.”

— Michael Crowley reporting from Washington

Blinken will make another wartime trip to Israel.

Secretary of State Antony J. Blinken will visit Israel next week, an Israeli official said on Friday, as talks on a cease-fire deal that would allow for the release of hostages held in Gaza appear stalled and tensions have risen between Israel and the United States over the war.

The Israeli official, who spoke on condition of anonymity because of lack of authorization to speak publicly on the matter, said talks with Mr. Blinken would center on hostages and an impending Israeli military operation in the southern Gaza city of Rafah.

Mr. Blinken last visited Israel in March, when he warned that its plans to invade Rafah , where more than a million displaced people are sheltering, would pose severe risks to civilians. Prime Minister Benjamin Netanyahu has vowed to press ahead with those plans, saying that such an operation is necessary to eliminate Hamas battalions in the city.

Still, the Biden administration has stuck by Israel as mediators have failed to broker even a temporary cease-fire in Gaza that would give Palestinians some respite and allow for the release of hostages abducted in the Oct. 7 Hamas-led attack on Israel .

The United States has proposed a deal through Egyptian and Qatari intermediaries in which Hamas would release 40 of the most vulnerable hostages in exchange for a six-week truce and the release of hundreds of Palestinians held in Israeli prisons. A senior Biden administration official who briefed reporters on Thursday on condition of anonymity under official ground rules put the blame solely on Hamas for blocking the deal.

The official said that while Israel had signaled it would accept those terms, the response from Yahya Sinwar, the Hamas leader hiding underground in Gaza, had been “totally nonconstructive.” Hamas has since signaled that it is not completely rejecting the deal and is willing to sit down again, the official said, adding that the United States and its partners would test that in coming days.

President Biden and the leaders of 17 other nations called on Hamas on Thursday to release all the hostages in a joint statement that appeared intended to send the message that the world is not entirely against Israel and that Hamas is the main impediment to ending the war.

Peter Baker contributed reporting from Washington.

— Patrick Kingsley reporting from Jerusalem

Israel fires into Lebanon after a deadly Hezbollah missile strike.

An Israeli man was killed in an anti-tank missile attack from Lebanon, the Israeli military said on Friday, the latest in a growing string of civilian casualties on both sides of Israel’s northern border as tit-for-tat strikes intensify with the Lebanese militant group Hezbollah .

The Israeli military said in a statement that the man had been carrying out “infrastructure work” when two anti-tank missiles were fired late Thursday into the area of Har Dov in northern Israel, a disputed sliver of land where Israel, Lebanon and Syria meet. Also known as the Shebaa Farms, the area is claimed by Lebanon but occupied by Israel, and has long been a crucible for violence.

Hezbollah, Iran’s most powerful regional proxy , described the overnight attack as an “ambush,” claiming that two vehicles had been destroyed in a combined missile, artillery and rocket assault on an Israeli military base in the area. The Israeli military statement did not say whether a base had been hit.

Kan, Israel’s public broadcaster, identified the man killed as Sharif Suwayed, 35, and said that his truck had been hit while he was working to improve defenses at a military base, modifications that were being carried out at night to protect against Hezbollah attacks. The Israeli military was investigating, the broadcaster reported.

Israeli forces responded by striking Hezbollah targets across southern Lebanon, among them a weapon storage facility and military compound, according to a military statement. Lebanese state media reported on Friday that multiple towns had been targeted by heavy Israeli bombardment, damaging dozens of houses. There were no immediate reports of casualties.

The fighting between Hezbollah and Israel, the heaviest between the sides in nearly two decades, has shown no sign of subsiding. Israeli strikes inside Lebanon have begun to creep deeper into the country’s interior, though the hostilities for now have been confined largely to areas along the Israeli-Lebanese border.

In Israel, 19 soldiers and civilians have been killed in the recent violence, which began after Hezbollah launched rockets into northern Israel in support of the deadly Hamas-led attack on Oct. 7.

More than 70 civilians have been killed in Lebanon, along with roughly 270 Hezbollah fighters, the group has said, a figure that exceeds its losses in the 2006 war with Israel .

Yoav Gallant, Israel’s defense minister, said this week that its strikes had eliminated half of Hezbollah’s commanders in southern Lebanon, although experts expressed skepticism about that claim . They also have cast doubt on whether targeted killings of commanders could achieve Israel’s goal of pushing Hezbollah farther from the border, reducing the threat of attacks and allowing the tens of thousands of Israeli civilians displaced by the fighting to return to their homes.

Patrick Kingsley contributed reporting from Jerusalem.

— Euan Ward Reporting from Beirut, Lebanon

A baby born in Gaza after her mother was killed in an Israeli strike dies less than a week later.

A baby who was delivered through an emergency cesarean section after her mother was killed in an Israeli strike died on Thursday, a relative said, less than a week after news of her birth brought a glimmer of hope to war-torn Gaza.

The baby, who was born prematurely after a strike in southern Gaza that also killed her father and sister, suffered respiratory problems, and doctors were unable to save her, said her uncle, Rami al-Sheikh.

“I buried her in her father’s grave,” he said in a phone interview on Friday.

The mother, Sabreen al-Sakani, was killed along with her husband, Shukri, and their 3-year-old daughter, Malak, when an Israeli strike hit their home in the city of Rafah shortly before midnight last Saturday. Rescue crews took the bodies to the Emirati Hospital in Rafah, where doctors performed a cesarean section on Ms. al-Sakani, who was 30 weeks pregnant.

The girls’ uncle said that Malak had wanted to name her little sister Rouh, the Arabic word for soul. The extended family decided instead to name her after her mother, Sabreen.

Sabreen weighed just three pounds at birth, said Dr. Mohammed Salama, head of the neonatal intensive care unit at Emirati Hospital. Her birth was captured on video by a journalist from the Reuters news agency, who filmed doctors providing artificial respiration to her after she emerged, pale and limp, from her mother.

Instead of a name, doctors initially wrote, “The baby of the martyr Sabreen al-Sakani” on a piece of tape across her chest.

“The baby was delivered into a tragic situation,” Dr. Salama told Reuters, adding, “Even if this baby survives, she was born an orphan.”

— Hiba Yazbek Reporting from Jerusalem

Drone attack kills 4 workers in an Iraqi gas field, but no one claims responsibility.

A drone attack on a large gas field in Iraq’s Kurdistan region killed four workers and plunged much of eastern Kurdistan into darkness because it relies on gas to fuel its electrical plants, according to a Kurdistan regional government spokesman.

There was no immediate claim of responsibility for the attack. While Iranian-backed armed groups have bases in the area, there are many competing interests in Kurdistan, leaving it unclear whether the attacks are part of the larger regional fight between Iran and Israel, which has intensified during the war in Gaza.

The Kurdistan region’s president, Nechirvan Barzani, condemned the attack and called on the government in Baghdad to investigate. “These attacks endanger the peace and stability of the country,” Mr. Barzani said, adding, “The representatives of the Iraqi federal government must do their duty to prevent these attacks and find the perpetrators from any side and punish them according to the law.”

Iraq’s joint command in Baghdad issued a statement calling the attack “sabotage,” confirming that a drone was used. The statement said Prime Minister Mohammed Shia al Sudani had ordered an investigation.

Friday’s drone attack was the second so far this year on the Khor Mor field in Sulaymaniyah Province. The last one, in January, did not inflict casualties.

“Four Yemeni workers have been killed, and the field has been severely damaged, which will cause electricity shortages,” said Peshawa Hawramani, a spokesman for the Kurdistan regional government.

Almost a million people in Sulaymaniyah Province were left without power, along with thousands more in adjacent provinces. It took about 24 hours to restore electricity after the last attack, but because the damage was greater this time, Kurdish authorities said it could take longer. While hospitals and security services have large generators, many ordinary residents have access only to limited power from shared generators.

Claims of responsibility were never made for previous attacks on the gas field, which is operated by Dana Gas, based in the United Arab Emirates, and a related company, Crescent Petroleum.

While the drone attack could stem from the regional conflict between Iran and Israel, there are other tensions in the region — between internal Iraqi factions and between Baghdad and Kurdistan. There has been a multiyear effort by the Iraqi federal government in Baghdad and the courts to reduce the Kurdistan region’s control over its natural resources.

At the same time, there is tension between Iran and Iraq over any efforts by Iraq to expand domestic gas production. Iran sells about $4 billion of gas to Iraq each year because Iraq does not have enough gas to fuel its electricity plants. Kurdistan and the Iraqi government had been discussing expansion of the Khor Mor field.

Kamil Kakol contributed reporting from Sulaymaniyah Province, Iraq .

— Alissa J. Rubin Reporting from Baghdad

Rabbis are arrested near the Gaza-Israel border at a rally to highlight starvation.

Police arrest group of rabbis and activists near gaza, the israeli police arrested rabbis and peace activists near the border with gaza..

[singing] You can arrest us, but we’re going to walk slowly, our way towards the crossing.

Seven rabbis and peace activists were arrested on Friday near the border with Gaza after they tried to take food supplies into the territory, according to two participants and the campaign group that organized the effort.

The detainees were among a group of roughly 30 rabbis and activists from Israel and the United States who were stopped by police officers as they tried to reach the Erez crossing, a major transit point between Israel and northern Gaza.

Organized by Rabbis for Ceasefire, a peace movement based in the United States, the effort was intended to build support for a truce and to highlight rising reports of starvation in Gaza . A global authority on food security, the Integrated Food Security Phase Classification initiative, has predicted an imminent famine in northern Gaza, the area of the territory closest to Erez.

The protest was timed to coincide with the week of Passover , a Jewish festival that celebrates the biblical story of the liberation of Jews from slavery in ancient Egypt.

“We were making the point that Jewish liberation is bound up with Palestinian liberation, that we want freedom for all,” said Toba Spitzer, a rabbi from Boston who attended the protest but was not arrested.

The group had tried to drive into Gaza with a pickup truck carrying half a ton of rice and flour but was stopped roughly a third of a mile from the border, Rabbi Spitzer said. The effort was largely symbolic and the organizers expected it to fail given the restrictions along the border; the supplies will now be donated to needy Palestinians in the Israeli-occupied West Bank, Rabbi Spitzer said.

The Israeli police did not respond to requests for comment.

The author Ayelet Waldman of Berkeley, Calif., was among those arrested, her husband, the author Michael Chabon, said on Instagram .

There are widespread food shortages in Gaza. Israeli restrictions on where convoys can enter the strip, Israeli bombardment and widespread damage to roads, the collapse of Gazan agriculture, and a breakdown in law and order have all made it harder to distribute aid safely.

Aid groups and United Nations officials have accused Israel of systematically limiting aid delivery. Israel denies the assertion, blaming the shortages on logistical failures by aid groups, and has recently increased the number of trucks entering the strip.

Israeli officials say that the Erez crossing, which was primarily used for pedestrian traffic before the war, is difficult to use for aid delivery because it lacks the right infrastructure and was also badly damaged during the Hamas-led raid on Israel in October.

A majority of Jewish Israelis oppose the delivery of more aid to Gaza, according to a poll conducted in February by the Israel Democracy Institute, a Jerusalem-based research group.

Israeli protesters regularly gather at another crossing point farther south, trying to block aid convoys entering Gaza .

— Patrick Kingsley and Rawan Sheikh Ahmad Reporting from Jerusalem and from Haifa, Israel

The U.S. Army has begun work on a floating pier to move aid from ships into Gaza, the Pentagon says.

Army engineers on Thursday began construction of a floating pier and causeway for humanitarian aid off the coast of Gaza, which, when completed, could help relief workers deliver as many as two million meals a day for the enclave’s residents, Defense Department officials said.

The construction on the “initial stages of the temporary pier and causeway at sea” means that the project’s timing is in line with what Pentagon officials had predicted, Maj. Gen. Patrick S. Ryder, the Defense Department’s press secretary, said. The construction is meant to allow humanitarian aid to bypass Israeli restrictions on land convoys into the besieged strip.

General Ryder said that defense officials expected the project, ordered up by President Biden early last month, to be completed early next month. The facility is meant to include an offshore platform to transfer aid from ships, and a floating pier to bring the aid to shore.

Aid organizations have welcomed the plan, which will be an addition to the airdrops of humanitarian supplies that the U.S. military has been conducting over Gaza. But aid workers say, and defense officials have acknowledged, that the maritime project is not an adequate substitute for land convoys. Such aid convoys fell sharply when the war began more than six months ago and have only partly recovered .

Some U.S. military officials have also privately expressed security concerns about the project, and General Ryder said that the military was looking into a mortar attack on Wednesday that caused minimal damage in the area where some pier work is supposed to be done. However, he said, U.S. forces had not started moving anything into the area at the time of the mortar attacks.

The floating pier is being built alongside an Army ship off the Gaza coast. Army ships are large, lumbering vessels, so they have armed escorts, particularly as they get within range of Gaza’s coast, defense officials have said.

The United Nations says famine is likely to set in within Gaza by the end of May.

Aid workers have described bottlenecks for aid at border crossings because of lengthy inspections of trucks, limited crossing hours and protests by Israelis, and they have highlighted the difficulty of distributing aid inside Gaza. Israeli officials have denied that they are hampering the flow of aid, saying the United Nations and aid groups are responsible for any backlogs.

Senior Biden administration and military officials detailed a complex plan in a Pentagon call with reporters on Thursday afternoon, explaining how the pier and causeway are being put together, and how it is supposed to work. Army engineers are constructing the facility aboard Navy ships in the eastern Mediterranean. One official said that the “at-sea assembly of key pieces” of the pier began on Thursday.

Biden officials are insistent that the Pentagon can carry out aid deliveries through the floating pier without putting American boots on the ground in Gaza. Officials described a complicated shuttle system, through which aid would be loaded onto Navy ships in Cyprus and transported to a causeway — a floating platform — at sea.

The Pentagon’s military acronym for the project is J-Lots, for Joint Logistics Over the Shore.

The causeway at sea is different from the floating pier where the aid will be offloaded into Gaza. An engineering unit with the Israeli military will anchor the floating pier to the Gaza shore, a senior military official told reporters in the Pentagon call.

Shuttle boats run by aid organizations, the United Nations or other countries are then expected to transport the aid to the floating pier, where it is to be loaded onto trucks driven by “a third party,” the official said. He declined to identify the third party.

The official said that Israel was dedicating a brigade to provide security for the American troops and aid workers working on the pier.

The operation is expected to bring in enough aid for around 90 trucks a day, a number that will increase to 150 trucks a day when the system reaches full operating capacity, the official said.

— Helene Cooper Reporting from Washington

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