All good thing must come to an end. After almost five years Warsaw Social is officially closing one door….to open another, re-branding as Yeddel.
What is Yeddel? How do you even say that? What does it mean? Well here is the story.
TL;DR (short version)
- We had to change our website name (originally warsawsocial.com) as we expand to new cities. A Poznan event group, based on a Warsaw branded website could cause too much confusion.
- We wanted a name that was unique, not similar to any words you might use day-to-day and short (between 4-7 letters)
- We wanted to move away from the ‘social’ only branding as we expand our online services to local news, video creation, reviews and more.
- Long-term legal reasons to protect our brand and hard work.
Warsaw Social has been a roller-coaster of a ride over the last five years. Starting as just a small Saturday night meeting two or three times a month to now hosting events ten or more events in a single week and events such as our Halloween party seeing more than 1400 people attending.
All the partying and socializing has fun, but after seeing the personal impact our work has had on peoples lives we have realized the need to continue and expand is a must. Some of our great success stories have been couples meeting and then later going on to get married, people finding amazing jobs through our networking opportunities and also people telling us they have extended their work contract one more year, due to all the amazing friends they have met through our events.
It is this feedback that keeps us going and it is also these success stories that made our team realize that there are people in different cities with the same needs, most likely sitting at home alone on Saturday night or missing out on their favorite sport activities due to not having the same friend network they had at home. We want to solve that. Not only in Warsaw, but in Poland and one day all around the world.
As we expand to more cities around Poland, we knew that we’d have change our website name. It was WarsawSocial.com which worked great for Warsaw, but as we expanded to our first city of Łódź it caused problems understanding which calendar was for what city, if tickets were being purchased for the right city and if our Warsaw branded membership cards would work in Łódź.
The word ‘social’ has always been close to our heart. It is a word we see, say and type maybe thousands of times a day. When we first spoke about the idea of re-branding, the word social was at the forefront of every suggestion.
We went through a long list of good and bad ideas, finally deciding on SociaLife
We were super pleased with our idea, ready to change the branding and conquer the world…..only then to do a simple Google search to see that it was trademarked by Sony Entertainment and that they owned the .com too. Very frustrating.
‘Social’ is impossible
This then led us discover that almost any reasonable domain name (the website name) with the word ‘social’ was taken. This is due to the huge trend of ‘social media marketing’ companies. We spent months trying and trying. We had to admit defeat and agree to we probably not going to get anything that was short, easy to say, easy to spell and didn’t include any numbers.
We had to go back to the drawing board and try to agree on some new words that explained who we are and what we do. We tried words mixing together terms like connect, interested, friends, mates, buddy and so on. The same problems came up, that anything reasonable was taken.
We then began to look at other major companies for inspiration and noticed that your name or company branding does not always need to say exactly what you do.
Apple don’t sell fruit.
Biedronka don’t sell ladybugs
French Connection is not even French
And we can confirm that Lacoste will not sell you a crocodile (we tried)
This was our light bulb moment that it is the company that builds the brand and not the name of the company that builds it. We went through a lot of random combinations and this is were Yeddel was born.
What is Yeddel?
Today, it means absolutely nothing. The same way nobody knew how to spell Adidas day one when the company founders were telling their friends. Now with years of marketing and branding everybody knows that Adidas stands for sports, clothing, shoes and more. This is our plan. We want to take Yeddel and the next time you hear it, we want you to think:
- The best way to meet new people and make new friends in a new city.
- A resource for help and support
- The number one way to find people that share the same interests, hobbies and passion.
A problem that we have had throughout the last few years is the ‘copying’ of our community ideas, goals and branding. There is now a grave yard of unused ‘social’ pages throughout Polish cities, that have not been updated in months or years, being confused with the hard work we do.
We now have legal protection over our new name to prevent problems like this happening in the future.
What is next for Yeddel?
2019-2020 is going to be some of the most exciting time for Yeddel as we increase our team, expand to new cities in Poland and add new technical features to our website and mobile app.
We are creating a suite of tools to:
- Help people keep in contact with those they have met at events
- Tools that allow members to create their own community events
- Advance algorithm that will connect users that attend similar events, have similar interested and speak the same or similar language
We are also expanding our media team to include journalists to report on local news, discover new and cool locations around Poland, which will be reported through out Yeddel Discover portal. We also have plans more video content, a podcast and more things that we will be keeping secret for now.
So, how do you feel about the Yeddel name? We would love to hear your feedback in the comments below.