"Buy.com renamed Rakuten Shopping: brilliant branding or massive mistake?"
http://news.ycombinator.com/item?id=5176774 -> http://www.rakuten.com/ct/aboutus.aspx
As for the "journalist's" editorial, I was able to cover that in the submission title. Not much value add in this Inc article.
The rename did get me to give buy.com a new try.
I found something I couldn't find on Amazon there, and spent $300 on it. And two weeks later, I do remember the name. So, going with "brilliant".
"Buy.com renamed Rakuten Shopping: brilliant branding or massive mistake?"
http://news.ycombinator.com/item?id=5176774 -> http://www.rakuten.com/ct/aboutus.aspx
As for the "journalist's" editorial, I was able to cover that in the submission title. Not much value add in this Inc article.
The rename did get me to give buy.com a new try.
I found something I couldn't find on Amazon there, and spent $300 on it. And two weeks later, I do remember the name. So, going with "brilliant".