It’s been two years now since Angie’s List renamed itself Angi. This was done because, allegedly, “(W)e’re not just a list anymore. Customers were confined and constrained by the literal nature of the name.”

But both their TV ads and their website all but scream, “We used to be Angie’s List!” If you’re still encountering so much resistance from your customers after two years, perhaps it’s time to concede they’re comfortable with being confined and constrained.