FindWhat Rebrand Keeps it Simple
|
Written By Reprise Media | June 7, 2005 | Share This
|
|
Though it sounds like a fiber supplement or a new pharmaceutical, “Miva” is the name to be adopted by the corporation formerly known as FindWhat sometime around the end of this month. The move brings together multiple online properties acquired by FindWhat over the past year and a half, including eSpotting.com and Comet Systems.
According to this article on ClickZ, the rebrand was nine months in the making and the company conducted a number of marketing research studies before settling on a name it already had in its coffers:
“Settling on a name that the company already owned was not the goal of the rebranding effort, according to Pisaris-Henderson [Miva CEO].”
As someone who participated in a lengthy rebranding effort at a former job I’d have to say that it seldom is. Several months of heated internal discussion and lengthy off-site meetings were what it took to go from [Company Name + One Word] to [Company Name]. Sometimes simple is best, something FindWhat needs at this complex time in its corporate history - a patent dispute with Yahoo (recently declared a mistrial) as well as up and down earnings.
Should things not go so well for FindWhat’s rebrand, they can always take comfort knowing they’re in good company. This article [scroll to the bottom for the list] takes a look at some of the bigger brand failures, including the Dodge La Femme, the first (and thankfully only) car to come complete with matching powder puff.
Topics: Investment, M&A |