mhansen - 8:18 pm on Feb 15, 2011 (gmt 0)
They built a brand name around a verb, then they heavily enforced it! Good luck finding many other websites in the top 3 serps for "overstock + product" (Like dresses, jeans, clothing, blenders, etc)
Up until last year, when you searched for something like (I am shortening to avoid bleed) "OS jeans", or "OS dresses", you were given choices... Not any more. Now you just get Overstock, the well branded website. In fact, you rarely even see the word "overstock" in any of the top domain names for a serp that includes the word "overstock" in the query. Try that with other verbs!
I managed the ecommerce channel for a local business that had the word "overstock" in their business name for 6+ years. (It had been in business since 2004) In June-July 2010, they got the notification from the OS legal dep't stating that the business was infringing on the "Overstock" trademark. After 4 months of fighting it, they gave up... the business was re-named, and all domains associated were unwillingly forfeited to Overstock.com. You simply cannot win a legal fight with a company that has unlimited funding, and you do.
In this case, they got 3 domain names (that had the word overstock in them), 6+ years of well advertised domain traffic, every backlink we ever built, and who knows what else. Sure... we kept our content, but that means nothing when they now control the domain names.
The business is still open under a new name but you know how long it takes to build 6+ years of authority and backlinks!? They may have well just closed down... as far as organic search was concerned.
80,000 sf distribution warehouse and 20 employees, down to 2 employees and a 4k sf warehouse, just like starting over!