The main reason for the name change, which went into effect earlier this year, was to better position TPG to serve ministries and the Christian retail industry with a brand that clearly communicates TPG's services, company officials said.

“Our clients include a range of Christian organizations, from local Christian stores to multi-national broadcast ministries,” explained Annie Danner, Parable's supervisor of online services. “Parable is a very strong brand in Christian retail, but we feel the new name will be better for the clientele we serve.”

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