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ARI parent goes all surfer dude with rebranding

Kevin Murphy, February 17, 2014, 06:48:33 (UTC), Domain Registries

AusRegistry Group, parent of new gTLD back-end ARI Registry Services, has rebranded itself Bombora Technologies.

The change, which comes with a new web site, is said to reflect AusRegistry’s corporate evolution and not necessarily a reflection of its growing internationalization.

The rebranding does not affect ARI (aka AusRegistry International) or .au ccTLD provider AusRegistry itself, which both keep their names and remain subsidiaries of Bombora.

A third, new company, ZOAK, will take on the software consulting work previously performed under the other brands.

The name Bombora is apparently Australian Aboriginal, describing waves crashing over a shallow reef, that has been adopted into surf culture.

With the rebranding comes a not inconsiderable amount of corporate marketing guff, such as the wealth of gigglesome head-scratchers over on the company’s Belief System page. One example:

Our success is a collection of inspired significance defined by our teams. Your success symbolises a state of mind that forever challenges the status quo and works at building a better alternative.

Reading that, you’d be forgiven for wondering whether plain-speaking CEO Adrian Kinderis had been kicked out. But no, he’s apparently still in charge of Bombora and its subsidiaries.

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