Overstock.com’s Rebrand as O.co
In early 2011, Overstock.com announced a name change to O.co. It also revamped its website and changed the sign on the Oakland, California, NFL stadium to which it had naming rights.
The Backlash
The change confused customers, many of whom attempted to visit the site at O.com and found a nonfunctional web page. About six months after the change, the company reversed course and went back to Overstock.com for its website.
“We were going too fast and people were confused, which told us we didn’t do a good job,” the online retailer’s president, Jonathan Johnson, told AdAge.
Although Johnson said the plan was to eventually convert to O.co slowly, there’s still no sign of that change happening anytime soon. The website is still Overstock.com, and in 2016, the company opted out of the naming rights to the stadium.
