Interesting Branding Decision by Citrix
One of the most useful online meeting websites is GoToMeeting.com, which offers a wide variety of online conferencing services. During the past year, I’ve been hearing more about the company, and I have participated on a few conferences using their services. In 2003, Citrix acquired ExpertCity, Inc (GoToMeeting’s founding company) for a reported $225 million in cash and stock.
Recently, I noticed a television campaign for GoToMeeting, although most of the time I am not paying attention to the screen. It’s fairly easy to remember the company name, but there is no guarantee that someone who hasn’t used the service will remember the brand name when they are looking to set up a web conference. Someone could also accidentally type in “2” instead of “to” or do some other typo.
In my opinion, the absolute best domain name for a meeting service is clearly Meeting.com. It’s the industry defining term and it’s simple to remember. Sometime towards the end of 2006, ExpertCity/Citrix acquired Meeting.com, and the domain name currently resolves to the GoToMeeting website. If someone types in Meeting.com, they will get to the GoToMeeting website.
This begs the question, is Citrix making a branding mistake by using GoToMeeting.com when they already own Meeting.com?
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