We never heard of Adhesive before, but apparently they collect and analyze data related to the “stickiness” of online shoppers.
The company operated from Adhesive.co, and somewhere along the road they decided the name was too “soft.”
Maybe they were told that the .com company, that produces real adhesive glue, was supposedly stealing their thunder. But it’s not easy to confuse a digital analytics company for one that sells buckets of glue, really.
So they went onto a crowdsourcing rampage, seeking a swarm of complete strangers with creative ideas to submit them; in the process, 1125 options were generated.
And that’s where the problem with rebranding lies: too many options. A company that employs a marketing strategist and a team of intelligent individuals should be able to tackle 20-30 ideas that directly relate to the company’s focus.
Instead, they received an onslaught of suggestions, from Growspark to Piggybak to ShareBloom and other esoteric made-up two-word combos.
The new name that Adhesive stuck with: Hivewyre.
Huh?
Of course the .com was available, but the new name makes very little sense. Hive + trendy spelling of “wire” equals focus fuzziness. Is it a play on “haywire” and “hive” swarm?
OK, we get it now, it only took 5 minutes.
But seriously, the new brand, even on a .com, does not stick. Sorry guys, you should have kept Adhesive.co.
It’s friday here in Australia, so thanks for the Friday Funny !!
Domain rebranding is a serious business 😀