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Espotting/Findwhat rebrand to Miva

On June 13th

     

Receptional Andy

10:10 am on Jun 6, 2005 (gmt 0)



“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."

Press release:
[espotting.com...]

FAQ:
[espotting.com...]

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.

[findwhat.com...]

[edited by: Brett_Tabke at 3:40 pm (utc) on June 6, 2005]

mm1220

10:59 am on Jun 6, 2005 (gmt 0)

10+ Year Member



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 ;)

rj87uk

11:56 am on Jun 6, 2005 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



How do you pronounce MIVA?

sunnylyon

11:59 am on Jun 6, 2005 (gmt 0)

10+ Year Member



espotting / miva in Europe is the hidden treasure of PPC, for us at least. ROI much higher than either google or overture.

Receptional Andy

12:01 pm on Jun 6, 2005 (gmt 0)



I've been pronouncing it mee-va if that's any help ;)

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.

TinkyWinky

12:24 pm on Jun 6, 2005 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



could be miv-aaarrrrr? Depends if you are a southener or not LOL :)

interesting move though.

mm1220

12:34 pm on Jun 6, 2005 (gmt 0)

10+ Year Member



m-eye-va?

christopher w

1:11 pm on Jun 6, 2005 (gmt 0)

10+ Year Member



Interesting how there is a look at the new logo and announcement on espotting but not actually on FindWhat's homepage...

Receptional Andy

1:18 pm on Jun 6, 2005 (gmt 0)



There is actually an announcement on Findwhat's site, although it's not easy to find:

[findwhat.com...]

christopher w

1:44 pm on Jun 6, 2005 (gmt 0)

10+ Year Member



There is actually an announcement on Findwhat's site, although it's not easy to find:

Yeah I saw that Andy - just curious how it is a big announcement on the European site and buried here (especially for a US based company).

Houndstooth

1:58 pm on Jun 6, 2005 (gmt 0)

10+ Year Member



I wonder if this rebranding is at least in small part an attempt to move away from the tainted "Findwhat" brand, which everyone now relates to fraud and lawsuits. Hence, the low-key US approach to linking the two brands in press releases. They'd rather have you think it's two separate companies.

redlion

2:14 pm on Jun 6, 2005 (gmt 0)

10+ Year Member



I think this was planned before the court case. You can't put a rebrand together in a few weeks.

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...]

otc_cmnn

3:33 pm on Jun 6, 2005 (gmt 0)

10+ Year Member



<quote>Learn the lesson of "goto.com" becomes "Overture.com" and why they did it.</quote>

Overture changed their name from GoTo because they were sued and forced to. They just spun it to seem like better branding.

figment88

3:38 pm on Jun 6, 2005 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



According to the press release, they have been working on the rebrand for approx. 9 months.

[biz.yahoo.com...]

rj87uk

4:15 pm on Jun 6, 2005 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



Apparently it's pronounced "meeva"

MeeVa it is then....

Do they offer any services like Google adsence - or anyone know if you are thinking about it? I think it would be interesting.

TinkyWinky

6:53 pm on Jun 6, 2005 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



the largest independent Performance Marketing Network

.....from the FWAT release!

Sounds good, let's hope they also make themselves "the largest Performance Marketing Network with world-beating ROI".

Now that would bring the advertisers back in floods!

kanetrain

7:35 pm on Jun 6, 2005 (gmt 0)

10+ Year Member



Findwhat needs to dump about 90% of their "traffic partners" (i.e. click-farms) and rebrand. I like the Miva brand and the idea to get away from FindWhat. The findwhat brand has lost virtually all credibility becuase of their horrible traffic partners. Miva, however has maintained a clean reputation as far as I know.
If Findwhat keeps all their horrible traffic partners and calls it Miva, it's still the same old horrible traffic with a different name. What this company really needs is a little quality control. How about some new criteria for selecting their traffic "partners"?

christopher w

7:52 pm on Jun 6, 2005 (gmt 0)

10+ Year Member



How about some new criteria for selecting their traffic "partners"?

I met with them a couple of weeks ago at their office here (NY, US) and that was one of the main points they kept stressing to me. We shall see...

awall19

12:40 pm on Jun 7, 2005 (gmt 0)

10+ Year Member



>The findwhat brand has lost virtually all credibility becuase of their horrible traffic partners.

I thought they were fairly decent when compared with some of the LookSmarts, Roars / PageSeekers, etc?

FourDegreez

3:38 pm on Jun 7, 2005 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



Strange. I've had sites coded in Miva script since 1998. At least the Miva docs [miva.com] are still up, and hopefully will remain so. Maybe a time to start saving them locally? Will their shopping cart and scripting language still be supported?

Calculus

9:14 am on Jun 8, 2005 (gmt 0)

10+ Year Member



Ahhh, the ubiquitous 'rebranding' at work again.

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.

walkman

5:08 pm on Jun 8, 2005 (gmt 0)



methinks they're trying to start fresh, and hope all their bad press and reputation is left behind.

kanetrain

6:28 pm on Jun 8, 2005 (gmt 0)

10+ Year Member



Ya... but if they want to start "fresh"... they should really start fresh and get rid of all of their horrible traffic partners. They need a major announcement anouncing to the world that they have purged thier partner base and that they have new criteria for selecting partners... really starting from the ground up. The findwhat brand is so badly tainted that I would guess that the stain will leak onto the Miva brand in no time unless they do something shockingly different.

highway51r

11:41 pm on Jun 8, 2005 (gmt 0)

10+ Year Member



kanetrain You're Bang on the Buck Here, imho!

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.

Calculus

10:15 am on Jun 12, 2005 (gmt 0)

10+ Year Member



Program on tonight's UK TV on guess what?

"How the Royal Family should be 'rebranded'"

Tropical Island

11:40 am on Jun 12, 2005 (gmt 0)

WebmasterWorld Senior Member tropical_island is a WebmasterWorld Top Contributor of All Time 10+ Year Member



Here's a question:

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.

christopher w

10:01 pm on Jun 12, 2005 (gmt 0)

10+ Year Member



All URLs (findwhat, espotting, etc) now redirect to the Miva domain.

bostonseo

2:08 am on Jun 13, 2005 (gmt 0)




"All URLs (findwhat, espotting, etc) now redirect to the Miva domain."

What's the saying 'You can run, but you can't hide?'

dougl

4:07 am on Jun 13, 2005 (gmt 0)

10+ Year Member



Does anyone see geotargetting in the new system, or some other way to limit ads showing to us only? This was my big complaint with Findwhat - getting over 90% of clicks from Romania, Netherlands, Bolivia, etc... Nothing against those folks, just no point marketing US-only products to them.

bostonseo

12:31 pm on Jun 13, 2005 (gmt 0)



If FindWhat never built a control tool to so that U.S. advertisers only advertised to U.S. advertisers what makes you think MIVA will? MIVA is FindWhat. At this point I can't imagine MIVA/FindWhat has the money to do anything to improve their software/company. And if they ever did let you control where your ads were displayed, to your point, their clicks/revenue would drop 90%.
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