One sweeping rebrand in the technology industry was simply not enough. The former CEO of Twitter, Jack Dorsey, has reinvented his online financial business. What was once known as Square will now be called Block. Much like in the case of Facebook and Meta, the Block rebranding is for the purposes of showcasing an ever-growing catalog of services.

Jack Dorsey has been a champion of cryptocurrency, so it is no surprise that the new company name shares some DNA with blockchain. For those who are not looped into the world of cryptocurrency, blockchain is a method of virtually tracking any transactions. It is essentially digital bookkeeping. The name change signals Dorsey’s plan to dive even deeper into this new technology and the field of cryptocurrency. A full rebranding is a heavy investment for a company, but it can demonstrate a commitment to an evolved path. One additional benefit in the world of big tech companies is that it brings the organization some renewed interest and online buzz. Block has charted its course and it is poised to build a 3-dimensional future.