From Intercom to Fin: Why Established Tech Must Shed Its Past

Intercom's complete rebrand to Fin reflects a critical strategic insight: in emerging markets like AI agents, brand perception often trumps technical superiority. The move demonstrates that established companies must shed legacy associations to credibly compete with startups unencumbered by their past positioning. This high-stakes rebrand underscores how market categories evolve around perceptions of newness and innovation, not just product capability.