January 31, 2007 – (HOSTSEARCH.COM) – Canadian Web hosting provider MonsterHosting.ca (http://www.monsterhosting.ca) will change its name to BluFur.com, the company announced this week. The change is driven by “allegations of trademark infringement” based on its use of the MonsterHosting name.
The company, established in 2003, has used the MonsterHosting name since inception. The name change will be organization wide, with a “complete shift to BlueFur.com within the week”.
“Making this decision was not easy, certainly after our success in the past several years under the current name. However, we felt that rather than exhausting hundreds of thousands of dollars in legal fees defending our use of the name and possibly affecting our ability to continue to deliver affordable hosting and world-class customer service, it was the best option to settle this matter out of court,” explained President of MonsterHosting.ca, Ms. Lisa Jones. “We are looking forward to resuming our concentrated marketing and branding efforts now that we have placed this trademark dispute behind us.”
BlueFur.com was chosen to be the new brand to enable the company to continue to use its signature mascot and distinctive blue-based color scheme.
“Selecting a brand that allows us to continue using our lovable mascot was a tricky venture. We strongly feel that BlueFur.com is a brandable name that is unique and easy to remember,” added Ms. Jones. “It will also save time for both our employees and customers, as BlueFur.com requires six fewer keystrokes every time our site is accessed. We hope the name change alone results in a significant boost to worker productivity on a global level.”
