Video platform Brightcove has launched a new business-focussed brand in a bid to distance itself from cat videos and UGC.

The company says the "complete reimagination" of its brand will include new positioning and voice, at a time when video is being fully embraced by both consumers and businesses across all sectors.

"This is a pivotal time for our industry, and the need for video will remain an anchor for brands who understand the power it can deliver to unite, engage, and communicate," according to chief executive Jeff Ray. "Our customers represent some of the most innovative companies in the world, and we're proud to partner with them to own the moments that matter."

He says the brand evolution reflects "who we are today", ambitions for the future and commitment to companies who place video at the centre of their business.

Brightcove claims more than 50 "industry-defining" patents and "game-changing video solutions" provided to more than 3,381 customers globally.