It used to be kind of a thing for companies, often eCommerce businesses, to use the “dot com” from their URL as an explicit element of their brand. Overstock.com comes to mind. So does Priceline.com. It was a way perhaps to emphasize that these were natively online businesses. Born of the Internet. Cooler than other businesses.
But if you look at those brands today, they’ve streamlined into just “Overstock”. And just “Priceline”. The .com thing is feeling a little shopworn. A little 2010. Kind of like the dreaded intra-cap typography that many brands are quietly ridding themselves of as well.
Much of the logic behind dropping or de-emphasizing the “dot com” extension involves the shift from desktop to mobile, voice, and beyond. It’s not really a dot-com-centric world anymore.
It’s not that some businesses aren’t clinging to both forms. For every Overstock that got the memo, there is a Liquidation.com that didn’t.
The consideration isn’t trivial. Even if the dot com extension feels a little dated, if it’s core to your brand, you can’t just drop it until you’re confident your brand stands strong without it. Salesforce seems to be doing pretty well without the extension. But not every brand is Salesforce.
So in this context, we noticed the news today that Reputation.com has tossed the “dot.com” ending over the railing and joined the ranks of the modern minimalist CMOs who don’t feel the need to scream out loud that theirs is a digital business. It’s just inherent to the brand.
The new name also comes with a new logo and website, reflecting a whole new vibe for the company. Reputation, with or without dot com, is a leading reputation and customer experience management platform.
Gone is the old rounded, sanserif logo. In comes a serifed logo and a new website with a cool and slightly retro, almost academic vibe. It’s a bit muted. A bit understated.
New Brand, New Imperatives
Reputation’s CMO had this to say in announcing the new look.
“Businesses interested in transformative experience management know that traditional CX tools are no longer sufficient to meet the needs of the market,” said CMO Rebecca Biestman. “Our new brand showcases the value we bring to our customers, allowing them to turn every interaction into positive action by using their feedback [as] the fuel to help their business grow.”
Ok. I guess what that means is a new brand merits a fresh look at what Reputation can offer brands.
Now let’s find out what CEO Joe Fuca had to say. Fuca took over the CEO role in 2018.
“The relationship between brands and customers has forever changed, and for a company to succeed in today’s market, they must transform customer feedback from reviews, business listings, and social media comments into actionable insights that drive their businesses forward. Reputation is the only platform that can help them do it,” said Joe Fuca, CEO of Reputation, in a statement.
“Our rebranding efforts further illustrate our commitment to continuous growth and innovation while simultaneously building a better brand for our customers so they can, in turn, forge stronger relationships with their own customers and turn a world of interactions into action.”
CEO Fuca Leaving His Mark
To us, the rebranding seems to be conveying that the industry Reputation operates in is changing. And changing the brand, look and feel is a way to signal that Reputation isn’t just aware of the changes. It’s staying a step ahead of them.
It’s true that simply managing reputation isn’t enough. The value is in what you can do with the data that monitoring produces. How can you help brands with insights they can use to refine their product roadmap, fine-tune services offerings, and so on? That’s the “feedback as fuel” that Biestman referenced.
According to an article in Enterprise Times, Fuca has been leaving his mark in ways deeper than the rebranding. Last year the company enjoyed solid growth, according to the article, which offered no specifics. Fuqua has changed over his leadership team since joining. This includes bringing in Biestman as CMO and CRO Scott Barmmer, who had been SVP of International Sales at DocuSign.