I read an article today, and I thought it might interest you. Business Insider interviewed Overstock CEO Patrick Byrne about the company’s turnaround, and among the topics in this wide ranging interview is the O.CO re-branding effort, which is has been covered at length by domain industry outlets.
I highlighted what I believe might be of interest to domain investors, particularly those who own or are thinking about buying .CO domain names:
“O.co is a shortcut to Overstock.com, with a different logo and layout. It has become our international name too.
“In television ads, we’ve introduced it as a shortcut to our domestic site, and if you type it in, you get free shipping.
The percentage of people who are typing it in is going up substantially, so you might see a new brand emerge. Or, you might see a brand morph from Overstock to O.co depending on how receptive the public is to it.”
“O.co is more consistent with how we’re trying to brand ourselves now, as a savings engine. It’s the simplest way to explain what we do.”
It’s an interesting interview that you should check out when you get a chance. It really digs into Overstock’s growth strategy and business history.