PuppyFind launched as a platform that helps people find puppies through breeders of all types for sale, and dogs for adoption.
The company has recently rebranded to Puppies.com. The company has owned the domain for nearly ten years but was not using it as its main brand.
Rebranding as Puppies.com allows the brand to introduce new services and expand its range beyond just finding a puppy. Owning a category-defining name like Puppy.com also protects their business, boosts their brand presence, and prevents potential “copycats” from hijacking their company’s essence.
Domain names are strategic brand assets and, if used correctly, can directly affect the success of a brand. Most experienced entrepreneurs know that and invest in securing possible typos of their main domain name, look-alike or sound-alike names, different country extensions, and domains for specific marketing campaigns, products, or sub-brands.
PuppyFind has had legal issues with unethical breeders using the platform to sell puppies from puppy mills, which can be another reason for the rebrand. Rebranding away from a bad reputation is common – Facebook detached itself from scandals with privacy by launching Meta; British Petroleum tried to distance itself from its oil spill scandals with a BP rebrand; Philip Morris rebranded to Altria after trying to prove cigarettes are cool for decades…the list goes on. A rebrand can truly revive a company but only if it’s followed by positive changes within the company. Let’s hope that’s the case for Puppies.com.