System.ly Used Brand Strategy To Decide On A New Brand Name. Greg Hickman of Sytem.Ly came to our agency wanting to change his company name. After talking with Greg, we agreed he should go through our Branding Intensive first — and then he would have the confidence in which direction to go with his name. The Branding Intensive gave his team a choreography of how to talk about his brand. As a “systems guy” himself, he geeked out on all the various branding frameworks and tools we used to help him get clear on his brand.