14

May

Re-Branding in 2008: “ReitherCo” is Now “R3R, LLC”

Posted by: Jeremy Reither

ReitherCo was started in early 2007, with a single client, a couple internal projects, and a lot of ideas. Formed by solo consultant, the company has grown to include both part-and full-time staff and a network of preferred providers and contractors. The company’s service offerings have expanded to include web project management, affiliate program management, web business development, e-mail marketing, search engine optimization (SEO) and marketing (SEM), and even hosted exchange e-mail service.

As the company continues to grow, and as our thoughts are often on marketing, we realize that the name that worked when the company was a solo consultancy becomes less fitting as the company grows and service offerings expand. ReitherCo is a unique name, and it doesn’t have any implicit meaning, but is not all that easy to remember, pronounce, or spell – all important factors in word of mouth advertising and brand “stickiness.” So, we chose a simple name that we believe is all those things: R3R. Here are some of the reasons we chose R3R as the new company name:

• Is short and easy to remember. On the internet, where multi-taskers are prone to typos, and attention spans are ever shrinking, shorter is usually better. And where people are bombarded with thousands of brands every day – online and offline – easy to remember is always a good thing.
• It doesn’t have any implicit meaning, but it sounds “a little techy.” This essentially means that we can create our own brand and associations with R3R. Of the few current uses of R3R, none of them are widely adopted. Search results for R3R currently turn up a bunch of tech-oriented products and services. That’s fine by us…you’ll see us at the top of that list soon enough (Update 7/28/08: we’re ranked #2 on Google for the search term ‘r3r’ – and the R3R.com website hasn’t even launched yet!)
• Phonetically it’s sort of similar to Reither. Try it. See what I mean? We think this makes it easier to associate the new name with the old name. So, someone who previously knew us as ReitherCo or Reither Consulting won’t have to make a quantum leap to relate R3R. Plus if you know one of the Reithers, with a quick sound-out, you will hopeully have a hard time forgetting it.
• We own R3R.com. This is the kicker. You kind of need to own your company’s name as your domain name these days. This premium 3-character domain name is ours.

So, in the coming months you’ll see this ReitherCo blog be completely re-designed and re-launched on R3R.com. Meanwhile we’ll continue serving our clients as we always have – as if our jobs depended on it. That part won’t change a bit.