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Overstock Rebrands As

The .co domain is hot... at least from a marketing perspective. GoDaddy and others have run large television campaigns (including during the Super Bowl) to promote the new domain. I have no data to suggest that the .co domains are gaining traction (although I suspect that is not the case). The first major .co move? which is rebranding themselves as It will be interesting to watch whether they gain branding / marketing traction with the move (again, I suspect that will not be the case). It is an interesting / bizarre move considering that Overstock is already a prominent brand and advertising efforts around a rebrand are challenging... no matter how short or clever the new domain is.

This ad, which is currently running in prim time television, is proof: the spot is focused on explaining the rebrand while reinforcing the core brand qualities.... tough, confusing and probably not worthwhile.