Multiplied Media today announced that it will change its name to Poynt Corp. This brings the company and its branding closer to its flagship product.

Poynt also continues to diversify as a broader mobile local search utility. This involves deeper content and broader categories as it moves beyond RIM, where it has established an early position as the leading local search app. It’s now gaining ground with iPhone and Android, where there are different user demos and use cases.

The rebranding seems like a smart move and will avoid confusion between the company and its main product. In that sense it’s reminiscent of WHERE’s recent rebranding from uLocate. Organizationally, it should also literally and figuratively align goals with the advancement of the Poynt brand.