I logged into my Network Solutions account today and realized they have rebranded many common names using their trademark names starting with ns. For example, they do not call domain a domain anymore, they call it nsWebAddress. Similarly ‘web site’ is now called nsBusinessSpace, ‘web hosting’ is now called nsHosting and so on.
On one hand, I do understand their logic behind trying to rebrand their products so that their branding is visible on all of them, but on the other hand, I felt they are going a bit too far with this. The common terms such as website, email and hosting are better off left untouched. What is the point in calling a website as nsSpace or nsBusinessSpace? Introducing such complex names in place of simple terms that are understood by everyone in the world not only leads to confusion but also reluctance to using the products, as people like it when you ‘Keep It Simple’.
This is a classic example of ‘closed decision making’ process without looking at the big picture in mind. Rebranding should be specific, targeted and oriented towards improving the brand loyalty over a period of time – not throwing things in front of some one, assuming they will buy into it.
It is just a matter of time before which they will switch them back to website, domain and email. Or may be, it is just a matter of time before which they will be proven right and I will be proven wrong. I look forward to the results over a period of time. Will come back to this topic again in a few months.
Meanwhile, please do let me know what you prefer. Full branding of common terms?
Hi, appreciate your feedback on the Network Solutions’ new store front. I do want to mention that we went through many months of usability studies, customer feedback and industry research to determine what’s best from the customers’ perspective. In fact we postponed the launch to make sure that we presented a greater experience that meets customer needs. But I agree, individual perceptions vary and at the end of the day we are happy if our customers have quickly and easily found what they need online. Again appreciate your feedback. FYI see my post acknowledging the feedback http://cli.gs/bSDsj
Thanks,
Shashi Bellamkonda
Good to see an official response. As mentioned earlier, we feel it is going to be a big failure, but as you correctly said each person is entitled to their own views. Lets wait and see.