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Publication Date

Spring 2026

Degree Type

Thesis - Campus Access Only

Degree Name

Master of Science (MS)

Department

Journalism and Mass Communications

Advisor

Belén Moreno; Michael Brito; Nisha Garud Patkar

Abstract

As artificial intelligence reshapes the software industry, companies turn to corporate rebranding to signal expanded capabilities and remain competitive. This study examines how software companies communicate such rebrands on social media and how audiences shape the emerging brand narrative. Using Grammarly’s 2025 rebrand to Superhuman as a case study, the research investigates how the company managed a major identity transition. Drawing on corporate rebranding theory, brand identity co-creation, and framing theory, the study analyzes the narratives constructed in company communications and in public user responses. The study employs a qualitative research design combining content analysis of 100 LinkedIn user comments and six official company posts, along with two semi-structured expert interviews with managers of Superhuman’s social media and social support teams. Findings indicate that company communication emphasized ecosystem integration, and organizational growth as the dominant narratives. This messaging was well received among the LinkedIn audience, with 70% of reactions positive and about two-thirds of comments mentioning the narrative identifier, Validation and Strategic Alignment. Commenters endorsed the strategic direction and contributed as investors, users, and marketing experts, actively shaping the emerging brand identity. This was supported by interview findings, which revealed that internal teams anticipated greater resistance than they ultimately encountered.

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