GoDaddy grows up

Reed Karaim

GoDaddy, the internet services firm, has successfully moved beyond attention-grabbing sexist ads to embrace a brand and corporate strategy that is based around inclusivity.

It's always been true: sex and scandal sell.

And, for the first decade of its existence, GoDaddy – a platform for registering and hosting online domains – rode that approach to make itself a household name in a normally obscure business.

Blake Irving, ex-CEO, GoDaddy

But Blake Irving – who served as the organization's CEO from December 2012 until January 2018, when he retired – explained that the brand eventually needed to change in order to grow domestically and internationally.

"We took the company in the direction that was diametrically the opposite of where we had been before publicly,"...

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