Brand Marketing Archives | DomainInvesting.com
Payoneer Escrow

Brand Marketing

Wordfence Parent Rebrands as Defiant – Bought the EMD via Sedo

0

I use the Wordfence plugin for security on all of my Wordpress-based websites. I think it offers an enhanced level of security, and it has both a free and a paid version. This afternoon, Wordfence announced that its corporate brand name has been changed from Feedjit Inc. to Defiant Inc. Smartly the company acquired the  matching Defiant.com domain name in advance of the rebranding.

Curious to learn more about the sale price, I searched through my email history and found the name in a Sedo sale report. Defiant.com was acquired for the very reasonable price of $45,000 in February of 2017. The sale is publicly archived on NameBio. I am not sure if the domain name was being brokered by a Sedo domain broker or if the owner put the name up for sale on the platform with a make offer listing or a buy it now price.

It looks like the Wordfence service (and plugin) will (more…) → Read More


Startup with $19m in Funding Gets Less.com

5

TechCrunch reported on a $19 million funding round for a startup called Less, "a ride-sharing service for commuters and other short distance rides." The company was founded by Jean-Baptiste Rudelle, who reportedly founded "one of the most successful French startups," Criteo. Smartly, Less is using the perfect domain name for this venture: Less.com.

When I noticed the url for Less, it rung a bell. I searched through my email, and I see that it had been offered for sale via several brokers. In 2015, Less.com was offered for sale via Brannans for $325,000. In 2016, I see an email from Mark Daniel of Domain Holdings who offered the domain name for sale without a price. In December of 2016, Brannans was once again offering the domain name for sale in its newsletter with a $160,000 price. Most recently, in August of this year, Brannans had Less.com in its newsletter as a "make offer" listing.

Based on Whois records, it appears that (more…) → Read More


Purple is Now on Purple.com

0

Earlier this month, I reported the sale of the Purple.com domain name. When the sale was reported, all signs appeared to show that the mattress startup, Purple, had acquired the Purple.com domain name. This has been confirmed.

If you visit Purple.com today, you can see the mattress company is now using the domain name. If you visit OnPurple.com, the domain name that was previously used by the startup, you will be forwarded directly to Purple.com.

This domain name acquisition makes a ton of sense. When people hear of a company called Purple, they generally assume it can be found on Purple.com. Now, there (more…) → Read More


Roomi Raises $11m – Guess Its Domain Name

8

A started up called Roomi has raised $11 million in funding, according to TechCrunch. Roomi helps people find roommates, and it seems to be relatively successful since its introduction in 2015. Although the branding is cute, I don't think the domain name is very good and it could cause problems as the startup continues to grow.

Roomi can't be found at Roomi.com. Instead, visitors need to go to RoomiApp.com to find the company's website.

The exact match Roomi.com domain name has been registered since 2000, and it is being used as a blog. I would imagine it could be helpful for the startup to purchase Roomi.com, although a brandable domain name like Roomi.com has quite a bit of value.

Perhaps a bigger problem for the company is a totally different domain name. (more…) → Read More


Confusing Company Name is Rebranded as Monday.com

17

In an article published this morning, Business Insider wrote that "The Israeli project management startup Dapulse is changing its name after three years of people not understanding what its name means." The company will now be called Monday.

A DomainTools historical Whois search shows that the domain name appears to have changed hands in early June of 2016. I do not see any public sale report on NameBio, so I am unsure of the purchase price of Monday.com.

The company explained why it rebranded as Monday.com in a YouTube video I embedded below: (more…) → Read More


21 Inc Wisely Rebrands as Earn.com

5

When I think about the branding of 21 Inc. (aka 21.co) without any knowledge of the company, the only thing that really comes to mind is blackjack. 21.co is arguably a nice, short .CO domain name, but 21 doesn't really say much about its brand. The company appears to have solved this brand issue by rebranding as Earn.com, according to an internal news article on its website.

Not only is Earn.com a short and meaningful domain name, it easily explains what the company does. Here's how the company explained its rebranding:

"Our product is unchanged: you still earn digital currency for replying to emails and completing tasks, and you can still earn tokens for signing up for our token launch later this year. But we think “Earn.com” gets that concept across more quickly than “21.co”, especially to folks who are new to digital currency."

I agree with their rationale. Even without much insight into its business model, I think the new branding resonates with what the company's goal is. People presumably sign up to earn extra → Read More


« Older Entries