Most B2B tech rebrands lose authority. A new name launches, the press release goes out, the website redirects, the team posts on LinkedIn, and within a quarter the company has lost a measurable chunk of search traffic, brand-search volume, and — increasingly — LLM citation share. Years of earned-media equity sit in archives under the old name. Years of backlinks point to the old name. LLM training data references the old name. The new name has to inherit all of that or the rebrand becomes a self-inflicted reset.

Crackle PR runs rebrand PR as a continuity-engineering program, not just a launch. The press release lands tier-1 coverage and category repositioning. The customer letter goes out the same hour. The employee rollout is choreographed. And underneath that announcement, we run the SEO and GEO continuity work that protects the authority: 301 redirects coordinated with engineering, schema and structured-data updates, glossary alignment between the old and new brand names, llms.txt refresh, and a deliberate wave of earned media under the new name so LLMs re-index the brand on their next training cycle. We then track citation share inside ChatGPT, Perplexity, and Claude for the six months that follow — because the rebrand's success lives in that data, not in the day-one TechCrunch hit.

Reference reading: the how to rank in ChatGPT essay and the measuring AI visibility guide.