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|Why The Domain Change|
buy.com is now rakuten.com
Someone please explain why this was the right thing to do.
imagine if you lived there, and enjoyed great brand strength on your home turf, you might let your ego or local success, interfere with your better judgment...
they have expansion plans, if they are going to rebrand, better now, than later.
ask me though, bad move - the brand had enormous traction here already. not saying they made a mistake, time will tell, but they're certainly thinking on a plane that i don't.
branding isn't their biggest mistake, imo, certain partners in certain channels, aren't ideal choices to grow into an Amazon peer.
Rakuten sound like a mix of a Rakun and a kitten, who knows..
Interesting to see that the Rakuten CEO is one of the keynote speakers at IRCE in June. Wonder what he will have to say about the domain change.
rakuten.com is much easier to spell and remember. Who could forget a name like that?
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