In a pretty surprising announcement today in a press release, Overstock.com Chairman and CEO Patrick Byrne commented, “We have become O.CO.” Byrnes went on to say, “As a lifestyle destination, consumers can find absolutely anything on O.CO whether they are shopping for furniture, bedding, clothing, and jewelry, buying a car or home, and, soon, looking for their next vacation spot.”
It’s not often that a large retailer announces a re-branding effort like this, and it looks like the company may be ahead of the curve, as .CO will go more mainstream during the Super Bowl. The press release mixed Overstock.com and O.CO, and I think we will probably see a lot more O.CO and less Overstock.com in the near future, as using both would probably be harmful to the brand as that would be confusing.
In my opinion, Overstock has become much more than a company that sells overstocked items cheaply, as the brand name suggests. By transitioning to O.CO, the company that has done it’s best to become known as the big O, will now become the big O.
In a way, it’s similar to how Kentucky Fried Chicken moved towards the KFC branding when fried foods became a negative stigma in the US.
With the marketing efforts of the .CO Registry supporting companies like Overstock and Go Daddy, I think we are going to see more companies using .CO domain names in the next few years.