User blog comment:Brandon Rhea/Introducing Unification, FANDOM's next big initiative/@comment-24264457-20181022121905/@comment-20644-20181022215251

Changing the name from Wikia to Fandom didn't make an impact on user retention one way or another. The second chart in the blog covers a period where we were Wikia and the period where we've been Fandom, and user retention is flat.

Changing the brand doesn't have the negative consequences that are often feared. Brand alone also doesn't solve the problem of user retention. If we're able to increase user retention then we'll (hopefully) have a brand that resonates with people, but to do that we need the right products that let them read and create good and thoughtful content moving forward.