WALL STREET JOURNAL - July 12 - The renaming is "an important step in our journey to completely rebuild the company as a relevant, digital dating innovator that truly cares for our customers," said recently-named Ruby Chief Executive Rob Segal. They also plan to repositioning its Ashley Madison brand, dropping its tagline "Life is Short. Have an Affair" for "Find Your Moment." The brand's logo - a wedding ring icon and "hush" imagery—has been replaced by a "modern, discreet" wordmark. A new global digital campaign and TV advertising will take a more understated approach, with no dialogue and a cinematic feel.