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Signals tracking how a company describes itself, name, tagline, and description, often hinting at rebrands, pivots, or M&A. The identity category contains 10 signals. Each links to a full reference page with the exact trigger condition, stored fields, magnitude, and an outreach playbook.

Name Change

The company name string changed.

Name Change Drastic

A name change with almost no overlap to the old name.

DBA Added

The name now references a former name (dba/fka).

Tagline Change

The company tagline text changed.

Tagline Added

A previously empty tagline is now populated.

Tagline Removed

A populated tagline was cleared out.

Description Change Minor

The company description was lightly edited.

Description Change Major

The company description was substantially rewritten.

Description Keyword Added

A tracked strategic keyword appeared in the description.

Description Keyword Removed

A tracked strategic keyword disappeared from the description.