Illustration by Alex Castro / The Verge
The We Company, which was once known as WeWork, will change its branding back to WeWork, Reuters reports. It is part of a larger reckoning, as the company recognizes it is in the real estate business, and somehow, nebulously, “tech.”
“We want to be strategic. We want to be innovative. We want to be impactful. We want to be WeWork,” wrote the new CEO of the once and future WeWork, Sandeep Mathrani, in the memo Reuters obtained.
Unless the last thousand years of pandemic have somehow rendered you amnesiac, you may recall that The We Company filed documents to go public in 2019, and got laughed at so hard its founder and CEO Adam Neumann had to quit. Also, the IPO was canceled. But before all that, in January 2019, the company was known as…