"O.co will keep on emerging as our brand," he said. "It's been a gradual transition. We didn't want to risk throwing out the brand equity we've built with Overstock.com. ... I think if it all works really nicely, you'll just see Overstock.com fade away and O.co take its place."
Monday, June 06, 2011
Overstock No More ... at Least in Name
I know, I haven't blogged much in the last two years and all of a sudden I'm blogging like its the end of the world. Sorry, just lots of interesting news.
From the "What were they thinking" files comes a story I still can't get my head around. Overstock is rebranding to ... get this ... O.co. Yes you heard it right, O.co! They have also redesigned the website to be a little less "female" while securing Naming Rights to the Oakland Coloseum where my favorite NFL team (Da Raiders) play.
According to the AdAge article; The online retailer's website will also change with the logo heading, changing to "O.co, also known as Overstock.com," said CEO Patrick Byrne. TV ads will begin to reflect the change to O.co after Father's Day.
I can get behind the concept of rebranding because Overstock was so heavily female but I don't quite grasp how these moves will help them become a more well positioned brand.
Just my 15%