The story of “O.Co”?

I know that Overstock.com has been busy for several years advertising its new brand name, and I assume the company has done its due diligence about the change. But there are risks here, because of the very generic nature of the name and the use of “.co” instead of “.com” as a potential source of confusion. When you search “O” you find associations ranging from the Oprah magazine to “The Story Of…” (you get the idea). I hope for the company’s sake that the new name helps communicate its mission and strategy as clearly as Overstock.com did in the past.

 

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