Caribou initially launched as an auto refinancing business called MotoRefi in 2016. As the company grew and became successful, it kept adding new services and products to its portfolio. The brand name MotoRefi soon became limiting, leading to a rebrand to Caribou. This more generic name avoids the restrictions implied by the original brand name and opened broader markets to the company.
After the rebrand, Caribou started using the GoCaribou.com domain name and later upgraded to the exact brand match Caribou.com, a natural choice for their audience. For any business, especially startups, matching the domain name to the company’s brand name is essential as it creates instant credibility, trust, and respect, as well as avoids security risks.
Traffic Loss, User Confusion, Limiting Growth, Brand Confusion