Traub is getting a makeover.
The global consulting firm, which began as Marvin Traub Associates in 1992, is updating its name to simply Traub.
“At the heart of these efforts is our desire to make clear to everyone that we are able to guide our clients through every stage of their growth,” according to a company press release.
The brand refresh includes a shortened URL, which will now be Traub.io, a web site redesign with a new logo and e-mail addresses to reflect the name change.
The abbreviated company name — which was most recently Traub Associates — reflects the company’s attempt to continue evolving.
“We believe that by applying 20th-century knowledge and 21st-century tools and technologies, we help our clients cross the horizon and into the world of today,” according to a statement.
Over the last few years, the company has added things like outside expert operating partners, in addition to more traditional management consulting services and business development strategies. The firm also operates Traub Capital, an investment branch that operates as an outside entity.
Traub, which works with a variety of high-end retail, fashion and consumer companies, products and services to help them grow, will now offer additional content on the web site, such as a blog, podcasts and other marketing tools.
“We do not simply point the way, but work alongside clients to achieve the desired outcomes. It is in our DNA,” the company statement said. “Today, our commitment to the businesses we touch is to think creatively, manage efficiently and expand purposefully. This is the new Traub.”