{"version":"1.0","provider_name":"AtomRadar","provider_url":"https:\/\/www.atom.com\/radar","author_name":"Thom Davies","author_url":"https:\/\/www.atom.com\/radar\/author\/tcgdavies\/","title":"AtomRadar Domains 36% Seek a More Memorable Brand: Founders on Reasons for a Rebrand, and Domain Rebrand Budget","type":"rich","width":600,"height":338,"html":"<blockquote class=\"wp-embedded-content\" data-secret=\"XThwGvnUxe\"><a href=\"https:\/\/www.atom.com\/radar\/founders-on-reasons-for-rebrand\/\">36% Seek a More Memorable Brand: Founders on Reasons for a Rebrand, and Domain Rebrand Budget<\/a><\/blockquote><iframe sandbox=\"allow-scripts\" security=\"restricted\" src=\"https:\/\/www.atom.com\/radar\/founders-on-reasons-for-rebrand\/embed\/#?secret=XThwGvnUxe\" width=\"600\" height=\"338\" title=\"&#8220;36% Seek a More Memorable Brand: Founders on Reasons for a Rebrand, and Domain Rebrand Budget&#8221; &#8212; AtomRadar\" data-secret=\"XThwGvnUxe\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" class=\"wp-embedded-content\"><\/iframe><script>\n\/*! This file is auto-generated *\/\n!function(d,l){\"use strict\";l.querySelector&&d.addEventListener&&\"undefined\"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!\/[^a-zA-Z0-9]\/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret=\"'+t.secret+'\"]'),o=l.querySelectorAll('blockquote[data-secret=\"'+t.secret+'\"]'),c=new RegExp(\"^https?:$\",\"i\"),i=0;i<o.length;i++)o[i].style.display=\"none\";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute(\"style\"),\"height\"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):\"link\"===t.message&&(r=new URL(s.getAttribute(\"src\")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener(\"message\",d.wp.receiveEmbedMessage,!1),l.addEventListener(\"DOMContentLoaded\",function(){for(var e,t,s=l.querySelectorAll(\"iframe.wp-embedded-content\"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute(\"data-secret\"))||(t=Math.random().toString(36).substring(2,12),e.src+=\"#?secret=\"+t,e.setAttribute(\"data-secret\",t)),e.contentWindow.postMessage({message:\"ready\",secret:t},\"*\")},!1)))}(window,document);\n\/\/# sourceURL=https:\/\/www.atom.com\/radar\/wp-includes\/js\/wp-embed.min.js\n<\/script>\n","thumbnail_url":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/07\/rebrand-founders-scaled.jpg","thumbnail_width":2560,"thumbnail_height":1707,"description":"Companies rebrand for many reasons, including unpredictable pivots as well as predictable failures of names or domains to have the necessary impact. We ran this research to understand why companies choose to rebrand, how important domain names are within that process, and the level of investment founders and C-suite leaders are willing to make to secure the right domain for their new brand. Founders can use the results to align their naming and domain choices with a long-term, strategic vision."}