branding

Ebates Bought Out By Rakuten

ebates check - a rakuten company

Rakuten has a bizarre corporate branding strategy. In 2010, Rakuten bought buy.com. No bit deal there. Companies buy other companies all the time. But, then it did something truly strange. It rebranded buy.com to rakuten.com and in the process destroyed both a 3-letter .com domain name, and eventually, caused itself to spend millions of dollars … Read more

SEO When SEO Wasn’t Cool

Most companies not founded in the last five years, and those with a long-term eye on the future focus their branding efforts on differentiating themselves from the key words that describe their business, not the other way around like SEO demands. But, these companies managed to create search optimized brands without any SEO at all.