I understand rebranding, but this?
Well, this one is a bit of a head-scratcher.
Remember SumoMe? The company paid $1.5 million to acquire sumo.com back in 2017 because people didn’t understand its name. It forwarded it to sumome.com.
The business was sold in December, and sumo.com wasn’t part of the deal. Apparently, the acquirers didn’t want to pay for the domain.
So they just rebranded to…BDOW. The company uses bdow.com.
The company explains how to pronounce the domain in the very first line of a blog post about the name change. That’s never a good sign.
As of April 24, 2024, we will have changed our name from Sumo to BDOW!™ (pronounced buh–dow, always said in exclamation).
In fact, much of the post is trying to explain what the name means and how to say it.
The company really wanted a four letter domain. I see the value in that. But it also said BDOW is “fairly easy to pronounce.” I guess so?
It got the inspiration for the name after seeing badow.com up for auction on DropCatch. I really hope it was the buyer of that domain, too, since that’s how bdow.com is apparently pronounced.
AbdulBasit Makrani says
That’s a very poor upgrade or I should say degrade.
Chris Holland says
I suspect that I already know the sex of the clueless decision maker in this hilarious tale.
Uttering the immortal words “I just don’t see the value of paying more than ten bucks for a domain…”. Whilst at the same time thinking nothing of dropping $4K on a pair of shoes or even $75K on a Hermes Birkin.
Andrew Allemann says
Really??
ShockedReader says
Wow. Just wow. True colors shining through.
John D. says
Noah and his team were smart to keep Sumo .com.
He can start any new business he wants on Sumo .com.
Bdow rebrand for the new corp won’t age well.
Fails the radio test.
Its one of those decisions that sounds good in the bubble, but will cause mass confusion for customers.
Steve says
BBAD!
Squarely says
You should interview whoever makes that decision…..to change the name
steve says
Rebrand fail
Sumo.com is a super domain, brand
BDOW – WTF
Nick says
if they couldn’t afford it, may have well went back to sumome.com
Lance Cameron says
Horrible naming decision. Wonder what will happen to sumo.com