Despite Overstock’s O.co rebranding being listed in Adage’s annual article about “The Biggest Follies of 2011,” Overstock appears to be continuing with its O.co branding, albeit at a slower pace.
In a press release announcing its partnership with Priceline, Overstock reaffirmed that it will be using O.Co in the branding for its travel offering. “Overstock.com Inc. (NASDAQ: OSTK), today announced that it has selected the Priceline Partner Network, which is a business unit of priceline.com (Nasdaq: PCLN), to power Overstock’s new travel website, called O.co Travel.”
I find it interesting that the company is using both Overstock and O.Co as brand names, but it appears that the company is intent on utilizing the O.co brand. Perhaps it’s using O.co Travel to differentiate this unit from its other Overstock business, but more likely, it’s launching this new brand with the O.co branding and intends to do the same with future introductions. I suppose they are simply taking the slower re-branding route and will see how things go in the meantime.
It will be interesting to keep an eye on Overstock to see how this branding takes place and over what time period. I am sure other companies will keep an eye on this in light of the new TLDs that will be introduced soon. Companies like Canon and Ebay will probably use this as a lesson if and when they plan to apply for and possibly use brand TLDs.