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What started in a Vancouver bar is now one of North America’s most results-obsessed branded podcast studios. Today, Jar Audio announces its rebrand to Jar Podcast Solutions — with a sharper strategy, a new name, and a message to marketers: podcasts should perform.

The shift reflects what today’s CMOs are demanding: proof that podcasts drive more than awareness. They want Roi.

“This rebrand isn’t a vanity play,” said Roger Nairn, Co-Founder and CEO. “It’s a line in the sand. Branded podcasts must drive results—not just awareness. They need to earn attention and then do something with it.”

The Rebrand, in Brief: New Name: From “Jar Audio” to Jar Podcast Solutions New System: Launch of the Jar System (Job. Audience. Result.) New Offering: Structured podcast services for brand awareness, loyalty, and lead gen—across audio, video, and even live podcasts New Look: Full visual identity overhaul and...

In news that should please members of the First Order and other adherents of the dark side of the Force, “Kylo” became one of the 1,000 most popular names for boys in the United States last year. That’s according to data released by the Social Security Administration, who report that the name jumped in popularity more than any other in 2016, going the 3,269 spot to 901. Rey, Finn, Poe and other “Star Wars” monikers apparently weren’t as popular.

Read More: Memes Are Helping People Learn to Love the ‘Star Wars’ Prequels

Kylo Ren is played by Adam Driver in “Star Wars: Episode VII — The Force Awakens,” picking up where Darth Vader left off and engaging in some decidedly family-unfriendly activities; the fact that he’s evil apparently didn’t dissuade “Star Wars”–loving parents from naming their newborns after him. “Baby names can be affected by pop culture, definitely. Other than family,...

Pay attention, Kim Kardashian and Kanye West. BabyNames.com revealed the best and worst celebrity baby names for 2012, and it looks like some stars who are extremely successful in show business struck out (per popular opinion, anyway) when it came to naming their offspring—mainly, Jay-z and Beyoncé. Yup, the power couple's little girl Blue Ivy was voted the worst female baby name of the year. Yikes! The website's founder and CEO Jennifer Moss explains that the general public does not respond well to noun names—like Alex O'Loughlin's son named Lion, which was voted worst boy name—or worse, an adjective and a noun like Blue Ivy. But little Blue wasn't alone....

Experts sound off on the meaning behind the less-than-traditional name.

By James Montgomery

Jay-z and Beyoncé

Photo: Evan Agostini/ Getty Images

We've yet to receive an official confirmation on the name of Jay-z and Beyoncé's brand-new baby girl, who entered the world Saturday, though the consensus seems to be Blue Ivy Carter. And Monday (January 9), Jay released "Glory," featuring B.I.C., a new song dedicated to his daughter.

It's a less-than-traditional name, to be sure, but it's also one that holds plenty of significance to the proud parents, with "Blue" being a particular favorite of Jay's, and "Ivy" representing the Roman numeral IV for the couple's lucky number, four.

Then again, that's just our take on things, so while we wait for word from Jay and B, we figured we'd reach out to those who make baby names their business to get their reactions to the most-excellent moniker.