I'm not sure what the connection is between white-labeling a product and rebranding oneself, if white-labeling is essentially stripping the product of the brand to be replaced by the brand of the customer.
Unless it's simply to appeal more to a new set of customers, particularly ad or PR agencies, which is a totally legitimate reason for this rebrand. But even in that light, I prefer the previous site, which instills a no-nonsense level of trust.
But this is just my opinion on the brand aspect of the redesign. I think everything else they've changed and added with the site are excellent, particularly the resource section which feels like a library of manuals. The customer stories in video format is a great idea too, though I was confused by the actual videos, which simply did not get to the point of how they related to Mailchimp, at least not as long as I watched before getting bored and stopping the video.
Unless it's simply to appeal more to a new set of customers, particularly ad or PR agencies, which is a totally legitimate reason for this rebrand. But even in that light, I prefer the previous site, which instills a no-nonsense level of trust.
But this is just my opinion on the brand aspect of the redesign. I think everything else they've changed and added with the site are excellent, particularly the resource section which feels like a library of manuals. The customer stories in video format is a great idea too, though I was confused by the actual videos, which simply did not get to the point of how they related to Mailchimp, at least not as long as I watched before getting bored and stopping the video.