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