Brand Marketing

This morning, I was looking through a list of newly registered domain names and I noticed a registration trend. A whole bunch of domain names appear to be registered related to Abbott and formula litigation. The domain names are registered to DNStination Inc., MarkMonitor’s privacy proxy service.

To give you and idea about the types of domain names that appear to have been registered, here is an assortment:

PuppyFind is a website that, as the brand name suggests, helps people find puppies. The company just sent an email to its mailing email list announcing an upcoming rebrand. Beginning on March 1, the company will become known as Puppies.com. In addition to the shorter rebrand, the company will also update its website.

From what I can tell using the Whois History tool at DomainTools, it looks like the parent company of PuppyFind has owned Puppies.com for nearly ten years. It appears the company acquired Puppies.com around June of 2012. Prior to that, the domain name was registered under Whois privacy at Internet.bs, and it had Hitfarm name servers. This leads me to believe Puppies.com had been owned by a domain investor prior to the acquisition.

Earlier this year, Home.com was acquired by Fairway Independent Mortgage Corporation. The deal terms were not publicly shared, but I am sure it is one of the top domain name sales of the year if not an all time top sale.

Last night, I was toggling back and forth between the football game and the movie, Ferris Bueller’s Day Off. I probably watch Ferris Bueller once every few years, and if I catch it on television, I’ll probably watch parts of it. As I was about to turn the channel during a commercial break, a television commercial caught my attention. Fairway is now advertising its Home.com brand on tv.

Much like it was neat to see Olive.com advertising during an NHL playoff game shortly after the domain name was acquired, it was neat to see Home.com in a television commercial: