branding Corel rebrands as Alludo.com

Lox · Sep 13, 2022

Corel, a global technology company helping people work better and live better, announced today that it is undergoing a full rebrand, including a new name: Alludo. Alludo had more than 2.5 million paying customer relationships in more than 130 countries across diverse industries this past year. Leveraging a 35+ year history, Alludo is behind award-winning, globally recognizable brands including Parallels, CorelDRAW, MindManager, and WinZip. This rebranding is part of Alludo’s commitment to reimagining the future of work—not just where people work, but also how, when, and even why they work.

“This is a watershed moment for us,” said Christa Quarles, Chief Executive Officer, Alludo. “We’re reimagining the way the world works by not just writing a new chapter, but a whole new playbook. This new playbook reimagines what work feels like—for our customers and ourselves. We believe in working better and living better, and we want our solutions to deliver just that, boldly and intentionally. That’s why we’ve decided it’s time for a new brand. We’re delighted to share this news with you today, by welcoming you to Alludo.”

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xcloud123 · Sep 13, 2022

Alludo ？ All U do?

bmugford · Sep 13, 2022

Corel has basically been around as long as personal computers have been around. It is an OG software company like Adobe.

Kind of an odd rebranding.

Brad

esa · Sep 13, 2022

i'd prefer corel

cooljub · Sep 13, 2022

Wow.. I wonder how much such a downgrade cost them, all told?

Way3 · Sep 13, 2022

bmugford said:
Corel has basically been around as long as personal computers have been around. It is an OG software company like Adobe.

Kind of an odd rebranding.

Brad

People who started work in the 90s like me can remember when WordPerfect was topdog over Word (by a long shot).

Seems a little late to do any sort of rebranding now (20 years after the fact).

NYJimbo · Sep 13, 2022

Alludo ?

f1e7b3f52f4384950bd4a5184601635581fcea432d098d2876351249dd5aa848.jpg

jamesau · Sep 13, 2022

Their products page is a real flashback. All my 90s software in one place.

AEProgram · Sep 13, 2022

the name is still on afternic with a min offer of 9700

https://www.afternic.com/domain/alludo.com

NYJimbo · Sep 13, 2022

AEProgram said:
the name is still on afternic with a min offer of 9700

https://www.afternic.com/domain/alludo.com

Thats common. Some of the namesI go to post on AN are on there and you have to ask them to remove.

Reallybigidea.com · Sep 13, 2022

I was going to check whois for allduno.com and twice forgot the domain.
Absolutely suck rebranding.

Alldunno.com

draco · Sep 13, 2022

They've been around so long, it really makes no sense.

I used to sell their stock photo CD's on eBay. That was a long time ago...

AEProgram · Sep 13, 2022

draco said:
They've been around so long, it really makes no sense.

I used to sell their stock photo CD's on eBay. That was a long time ago...

You just sent me back 500 years

Mytz.com · Sep 14, 2022

Alludo ？

forge · Sep 14, 2022

Not sure what is worse, the new name or that horrendous word salad announcing it. I can't imagine anyone keeping a straight face reading back such tripe.

WordPerfect was fantastic, by the way.

silentg · Sep 14, 2022

Alludo Sounds like a juice / beverage company.

Falooda

According to the company, “the name Alludo (pronounced 'ah-LOO-dough') represents a cohesive identity and is a nod to the company’s purpose: to empower 'all you do.'"

Alludo is the new umbrella brand name for the corporation, while the products will retain their existing branding; Corel PaintShop Pro will remain the image-editing product’s name, for example. The same holds for Parallels, CorelDraw, MindManager, WinZip, and WordPerfect Office sub-brands.

https://www.pcmag.com/news/corel-rebrands-as-alludo-but-product-names-will-live-on

forge · Sep 14, 2022

To do is to be. – Descartes
To be is to do. – Voltaire
Do be do be do. – Sinatra
All u do – Whateva...

bmugford · Sep 14, 2022

silentg said:
Alludo Sounds like a juice / beverage company.

Falooda
Show attachment 223089

https://www.pcmag.com/news/corel-rebrands-as-alludo-but-product-names-will-live-on

Great. Then it is not as constraining as Corel was. Now they can effortlessly pivot into the juicing field.

This is up there with IBM's spinoff of "Kyndryl" for top tier rebranding in recent memory.

Brad

NYJimbo · Sep 15, 2022

I think they realized that everyone associates their name with the 1990's and they had to do something to break out and start fresh.

I think "Alludo" is the wrong way to do it. Do they have some groundbreaking new product ? If not, then this rename isn't going to do anything.

Bob Hawkes · Sep 16, 2022

As others commented, an unusual rebranding.

Corel, as a Canadian company started in 1985, for many years their products, especially WordPerfect, had a big part of the institutional and business markets here. It was the standard suite for some years where I worked.

The original name came from COwpland REsearch Laboratory, since the founder name was Michael Cowpland. He left Corel in I think about year 2000.

In addition to the Corel legacy products like WordPerfect and Paint, I suspect that since the acquisition of Roxio with Toast in particular, that is part of their future vision. While DVD and Blu-ray are not what they were a few years ago, Toast has evolved into more general media processing and publishing software.

If one views the newbranding as All U Do it links to telling stories with video.

I don't know why, but I wondered if the mirror image name was in use, i.e. Odulla. It is developed and is a Hungarian language video site, interestingly enough.

Bob

PS I see that Alludo.com is now up and developed.

trelgor · Sep 16, 2022

Sometimes, I guess the statement of a change is more important. Hard to tell in a specific case if right or wrong.

I knew of the brand Corel, so I would imagine that a lot of mindshare goes wasted.

As to "Alludo" I see one to me very strange thing with it, and that is the double messages in meaning. An "O" at the end is a common way to "brandify" a word, and that makes me think that the message conveyed is based on the word "Allude". That seems to not be the case - they are talking "All U Do". The pronunciation suggested also alludes to "Alludo" and not "AllUDo". I don't particularly like that double construct. "U" for "You" is also quite childish to me. Toys 'R Us-type.

In all - too complicated and ambiguous because of this. I think that they should have gone with either something completely "carte blanche" or something suggestive that is not ambiguous the way "Alludo" - "All U Do" is.

From a brandable sales perspective, making the thought experiment to disconnect these strings from existing brands and rights, I would price "Corel" higher than "Alludo" but I would invest in both.

StartupNames · Sep 16, 2022

Been so used to it being called Corel. Wishing them the best!

cooljub · Sep 16, 2022

It looks like this is more an umbrella brand for their different products and the Corel brand will still exist.

pb · Sep 16, 2022

NYJimbo said:
I think they realized that everyone associates their name with the 1990's and they had to do something to break out and start fresh.

I also think that was the rationale, but changing status from "dinosaur" to "anonymous" is probably not the best way to deal with it.

carob · Sep 16, 2022

Alludicrous.

Ludic means games related, so presumably they want to sound more playful, like Cluedo?

Or a Spanish speaker could hear this as ayudo, meaning Help!

branding Corel rebrands as Alludo.com

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