Confusing Company Name is Rebranded as |
Neustar Domain Names

Confusing Company Name is Rebranded as


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

The company explained why it rebranded as in a YouTube video I embedded below:

When I saw the article, I recalled a thread about this domain name on NamePros started by Andrew Rosener. Hopefully whatever transpired in that thread was cleared up since I haven’t heard anything about the domain name in the meantime.

About The Author: Elliot Silver is an Internet entrepreneur and publisher of Elliot is also the founder and President of Top Notch Domains, LLC, a company that has sold seven figures worth of domain names in the last five years. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest.

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Comments (18)


    Fascinating! I often wondered what happened to this domain name. I live in Victoria BC Canada on the southern tip of Vancouver Island. For many years we have had a great free local arts newspaper called Monday Magazine. They operated for some time (from about 1996) with the domain Then some time in the early 2000s, they suddenly changed to Hardly an upgrade, and then the story came out that they had received an offer they couldn’t refuse on the “Monday” name. I think that purchase was from a financial institution, but the name seems to have been just parked for some years (according to Would love to know the whole story!

    November 12th, 2017 at 12:21 pm

    Michael Anthony Castello

    Monday is one of only seven days that everyone in the world was taught before their first day in school.

    Many people don’t like Monday since it’s the first day of the work-week. It’s easy to spell like Sunday and Friday. Wednesday is hump-day but hardest to spell but looks torward to the weekend. Tuesday, Thursday and Saturday are also not easy spellers. Saturday has to be the best day for most people. It defines the weekend and playtime.

    I’ve been checking the days and months for years to see how they could be used as brands and websites. They already have global reach and rudimentary to all languages but consumers have non-expectations for them in commerce.

    I believe those that advertise them for their business, will get endless benefits from “direct-navigation”, which is where the real money lies in their valuation.

    November 12th, 2017 at 3:45 pm


      Agree Michael. I’ve owned a name as you described above for 8 or 10 years now.

      In reply to Michael Anthony Castello | November 12th, 2017 at 4:31 pm


    It s a really bad name. A big 4 accounting firm once changed to this name and it lasted about 4 weeks. As has been said people hate Monday, very negative word.

    November 12th, 2017 at 3:52 pm

      Fuadiansyah ,

      What accounting firm? I am interested to hear the story as I am working in accounting sector too…

      Is it EY, PwC, Deloitte, or KMPG?

      In reply to Snoopy | November 13th, 2017 at 6:48 am

      Michael Anthony Castello

      Fascinating article snoopy. What I read in that article, is the expanding power of .com. People are reacting to a basic foundational word being potentially “redefined” by a company that they’ve never heard of before.

      People want Monday to be a day of the week or whatever they see in the name. What gives the company the power to make people uncomfortable is the fact that this rudimentary name is attached to .com

      It matters

      In reply to Snoopy | November 12th, 2017 at 4:21 pm

    Joe Uddeme

    I can confirm that successfully sold to DaPulse back on 2016. They were on the hunt for this name for quite a while. Unfortunately, i am not able to divulge the price, however, it did command a decent price. .COM is, and has always been where the market has the most potential. This should not change moving forward as businesses MUST own the AUTHORITATIVE global .com.

    November 13th, 2017 at 7:58 am

    Paul McMenamy

    Yet another example of a business not giving their Brand Name the huge attention it requires. Dapulse is such a weak non-descript name. Not sure about the rebrand to even though it’s a prominent one-word dictionary name.
    Fail to see the connection with their offerings, and Monday also has serious (negative) conscious and subconscious connotations in the workplace for many.

    November 13th, 2017 at 8:01 am

    Tasha Kidd

    The one thing that might tie Monday into the company’s purpose is that a LOT of people do planning on Monday, or over the weekend in preparation for Monday, identifying tasks and plans for the upcoming week. So in that regard, Monday might be a good bridge to task management and planning. DaPulse brand was a total mental derail for me. Just couldn’t even look at what they offered, so it’s a good step forward, in my view. ~ Tasha

    November 13th, 2017 at 8:10 am

    John Berryhill

    …so that people who remember PwC rebranding as “Monday” will think it’s them?

    November 13th, 2017 at 8:14 am
    November 13th, 2017 at 1:38 pm


    November 13th, 2017 at 1:39 pm
    November 13th, 2017 at 5:41 pm

    Elliot Silver

    Looks like the rebrand is going well:

    “We finally have a name that people can remember, that has a strong affiliation with work, and that sparks a dialogue on the challenges people have when working together. Changing our name has already improved our brand equity and boosted our numbers, and I am so proud of how we executed together as a team. “

    December 28th, 2017 at 7:25 am

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