This isn’t really breaking news considering the previous reports about Overstock’s rebranding of its international sites as O.CO, but I think it’s pretty interesting for some of the naysayers to see.

      In the opinion of some, the O.CO acquisition for $350,000 was simply an anticipatory investment to help the company acquire the highly prized O.com domain name when (and if) it eventually becomes available. The company filed for a trademark in that respect, and owning O.CO might be one way to reaffirm it’s rights in the “O” brand.

      As someone commented in a previous article, Overstock has unveiled a new logo for its international division. There’s no longer any speculation about the brand – they are now fully known as O.CO internationally.

      Perhaps this is because the term “overstock” doesn’t translate well in other languages, but the company still wanted to retain a similar branding. Maybe they wanted a unified international brand no matter which market their buyers are in?

      Whatever the case is, the O.CO brand is here to stay, and I think this will help reinforce that .CO domain names are mainstream. Incidentally, there will be an auction for i.CO at Sedo Snapnames in the next few weeks.

      I’ve mentioned this a number of times, but as a disclaimer my company owns a grand total of 6 .CO domain names (Bahamas.CO, cmm.CO, Elliot.CO, Torah.CO, Another.CO, and Beeb.CO), and .CO has been an advertiser.

Source from Elliot's Blog