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“We help businesses grow in three different ways – we help advertisers grow their customers, we help publishing partners grow their revenue and we help SMEs grow online. This is reflected in our new logo,” said Seb Bishop, chief marketing officer. "The 'a' in MIVA represents one of our core values, infinite growth."
Don't know if I've just missed any other post about this one. Espotting/Findwhat is to rebrand to 'Miva', which I thought was the name of a shopping cart system they bought [webmasterworld.com] a while back.
Seems to have been a fairly low key introduction.
[edited by: Brett_Tabke at 3:40 pm (utc) on June 6, 2005]
B) Domain name:
Easily brandable. You want "google.com" and not "mykeyword.com". Keyword domains are out - branding and name recognition are in - big time in. The value of keywords in a domain name have never been less to se's. Learn the lesson of "goto.com" becomes "Overture.com" and why they did it. It's one of the powerful gut check calls I've ever seen on the internet. That took resolve and nerve to blow away several years of branding. (that's a whole 'nuther article, but learn the lesson as it applies to all of us).
Even the big boys follow the same rules ...
Maybe they'll get their 15k a day someday soon ;)
Be interesting to see the response to their brand promotion campaign too:
The first phase, 'Symbol' illustrates different variations of the new MIVA Symbol with the tagline 'A change is coming'. The MIVA name is not mentioned in these executions. The objective of the campaign is to introduce the new visual and generate intrigue.
Apparently it's pronounced "meeva" and they've chosen it as it can be used in any country (and they already own the trademark, of course).
IMO a good move to have one global brand, better than the mouthfull FindWhat-Espotting as I've seen them described a few times.
Maybe building on the new brand and as an independent they will be able to win deals with companies that don't want to share revenue with Google/Yahoo!.
Their new site design is up on [miva.com...]
I'm not saying that this company shouldn't do it but the word 'rebranding' reminds me so much of the similar word 'counselling’. As in on Oprah 'don't worry if you’ve got a major problem ‘counselling’ will sort you out’.
Seems that when all is not well in your personal life 'counselling' is all you need to dismiss your demons. Same with your business, if all is not well then a 'rebranding' will put you back on track!
The word 'brand' has gone too far, what isn't viewed as a brand these days? Hats off to Brain Barwick the new chairman of the English Football Association who's first announcement was to ban the word 'brand' from the head office. As he rightly said, football is NOT a brand, it's a sport and lets never forget it.
Miva can have the Cleanest Traffic on the net, it won't do them a Bit of good, if they are partnering with the other 2nd tiers, their name will be that of kanoodle, enhance, goclick, findwhat, blowsearch, You Name it, it's All ptr Gravy, and what Sustains over 1,100 sites, that amount to little more than Organized ppc-click-farms.
rofl, can't Wait to review their TOS. lol, maybe they'll At Least come up with something less boring, than the industry Standard, of non-defined 'incentive' traffic not permitted. ... really Difficult sometimes, to Write about this stuff, in environments where ya can't swear, lol.
How do you purge your system of all the questionable traffic and still maintain enough revenues to continue in business?
Answer: You can't.
It's a "catch 22" situation once you've allowed the business to go down that road. They may "spin" a cleaner image however the bottom line will rule and the more profitable (to them) scummy sites will remain.