ADWeek: “When It Comes to Naming Your Startup, Simple Is Better”

Christopher Heine of AdWeek covered domain names and start ups in an article posted this evening. The focus was on start ups to keep their naming simple. It is a good article and worth your time to read it. The article does cover companies that went with the more “out there” name and still got funding. Some founders mentioned getting both positive and negative reviews.

From the article:

Ever hear of Doostang? Probably not. The careers site, born during the Web 2.0 era, ended up as a poster child for oddly named digital companies. Its Wiki page reveals that the name was loosely based on the Latin phrase “dos tango,” translated as “I reach for talent.” Even with its weird name, it managed to attract $5.8 million in funding up until 2011 when Talent Inc. acquired it. But by late last year, its social media presence disappeared, and more recently our attempts to find someone to talk to there failed.

Ironically, the company’s bizarre name may have turned out to be its most lasting influence. It is regularly mentioned in lists of the worst names ever for tech startups—not quite the influence it was seeking. But Doostang is hardly alone in committing the sin of dubious digital nomenclature. Take now-defunct examples like Qoop, Fairtilizer, Ipipi.com, Heekya and Thoof.

Today, tech entrepreneurs seem to better understand the power of branding, choosing names like Dropbox, Banjo, Rent the Runway, Secret, Mailbox—you know, actual words. “We wanted a word that meant only one other thing, like Apple and Amazon,” says Damien Patton, CEO of Banjo, a social analytics provider. “It is a real word, it’s easy to pronounce, it’s recognizable, and it’s short.”

Advisors are schooling up-and-comers like Patton on the marketing benefits of a simple, easy-to-remember brand name.

Read the full story on Ad Week

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