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Overstock retreats from O.co name change
Just months after rolling out a media blitz to promote its new branding, Internet retailer Overstock.com is backpedaling on its O.co moniker.
The company ran TV ads declaring that "Overstock.com is now O.co," revamped its Web site's signage to O.co, and spent millions of dollars on the naming rights to the stadium in the San Francisco Bay Area where the Oakland Raiders and Oakland Athletics play.
But now the company concedes that it was too aggressive with the rebranding strategy and is stepping back from the effort "for now," Overstock.… Read more
