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Why spending $1.5 million on acquiring the domain Sumo.com was not a great idea

A web traffic solutions company acquired the domain Sumo.com for $1.5 million dollars, rebranding from SumoMe.com. Following on the heels of Snapchat becoming Snap via the acquisition of Snap.com, the company’s choice of a domain was the result of several months of hard work: “We hired multiple private domain sleuths to help us acquire the […]

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Are you a lawyer? Don’t make these domain name mistakes

Law firms needing to establish their online presence require clean-sounding, easy to remember domain names. Whether it’s a brandable, or a name representing the lawyer’s full name, choosing the right domain name can be a complex task. In an article about domain name choices for law firms, Ross Fishman, CEO of Fishman Marketing, offers some […]

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PureSnax gives up short .com domain for longer, international variant

A lot of domain investors believe that shorter is better, when it comes to domain names. But is this true? Longer, descriptive or so-called “long tail” domains can assist with establishing SEO benefits for the terms. In an odd move, PureSnax International, a food and healthy snacks company, has made the decision to change its […]

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AXIOS Media update : How did they come up with the brand and secured the domain Axios.com ?

AXIOS Media is an emerging media company that intends to shift the paradigm of how news and content syndication operates; they acquired the domain Axios.com from a 40 year old software company. The company is backed by a $10 million dollar fund and has acquired top talent from a variety of tech and media publications. […]

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Domain rebranding : Demand Media transitioning portfolio to Leaf Group Ltd.

In November, Demand Media transformed itself into a new entity, Leaf Group Ltd. The rebranded company began trading its common stock on the New York Stock Exchange, under the new ticker symbol “LFGR.” Sean Moriarty, CEO of Leaf Group, stated: “Our company has evolved significantly over the past two years and Leaf Group is a […]

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AusRegistry : Rebranding to celebrate 30 years of .AU domains

AusRegistry, the Australian domain registry managing the national ccTLD, dot .AU, is rebooting its brand. The change in brand visuals incorporates a star in place of the dot in “.AU” – a brilliant move. Inspiration for the star was sourced from Australia’s national flag, which features them: “The flag of Australia is a defaced Blue […]

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Domain rebranding shocker : GoDaddy moves to Go.com !

GoDaddy announced that effective December 1st, they are moving away from the all-familiar brand at GoDaddy.com. Citing the need for a domain franchise reboot, the biggest registrar in the world is bidding GoDaddy.com farewell. “It’s only natural that we’d use a real short, generic domain name, and moving to Go.com is the perfect evolution for […]

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Buffer App upgraded to Buffer.com for an estimated seven figures

Buffer App, a start-up that provides a method of driving traffic and fan engagement on social media, has had a major domain upgrade. Going from BufferApp.com to Buffer.com did not happen overnight; it was the culmination of work by company executives that worked hard to acquire the domain. The exchange appears to have occurred in […]

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How to downgrade your brand: From Adhesive to Hivewyre

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. […]

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The Next Generation of the Internet: A gTLD infographic video

Jennifer Wolfe, branding executive consultant for Wolfe Domain, delivered an eye-opening presentation of gTLDs as brand enhancers, during NamesCon. According to their web site: “Wolfe Domain is a gTLD digital brand strategy advisory firm, providing comprehensive guidance to global brands, interactive agencies, domain registrars and legal counsel representatives on establishing a holistic gTLD name-anchored brand […]

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Breaking news: 4.CN rebrands as 8.CN

The story regurgitated more often than a goat’s dinner, is that Chinese love numbers. Numeric domain names are thus used as coinage, more or less retaining their intrinsic value, but not all numbers are created equal. Chinese domain name marketplace, 4.CN, is taking a bold rebranding move, as number four means “death” in Chinese. “It’s […]

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HasOffers rebrands to Tune.com

Mobile ad company, HasOffers, was apparently not getting that far ahead in its target market with that name. Over the course of nine months, they rebranded the company, securing the domain name Tune.com in the process. The idea was to assist their customers “tune their marketing campaigns“; obviously, the choice of a name is short […]

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