New Startup “Lovely” Brands with – Is A Domain Purchase In Their Future?

Lovely is an innovative new startup that is making a tool to aid in apartment hunting. The company is funded by A-List backers like SV Angel and 500 Startups and while the service is called “Lovely” they’ve decided to launch on While “Live Lovely” is catchy, does it make sense as their domain name in the long term since they now have a few bucks to play with?

lovely_siteFrom a branding standpoint Lovely really does seem like the brand and “Live Lovely” is an awesome tagline. Could Lovely be thinking the same thing? If so they’d probably first look at which is owned by a record label in New York City. It looks like a reasonably maintained site and since Lovely Music Ltd has been around since 1978 something tells me they won’t want to part with their brand-name .COM.

Lovely Music SiteI would imagine that it couldn’t hurt to send an email to Lovely Music and see what they’d be willing to part with the name for, however I wouldn’t count on this happening. The next domain I think of is – startups have been enjoying domain hacks like this for a while now and it could be a good fit. Well it turns-out that is owned by Quotidian Ventures, an early-stage seed fund.

quotidian_siteThis is a whole different story now. Since this is a venture firm, a company that focuses on funding new companies, I would think this name was purchased for a potential brand they would someday invest in. If so then it’s clear they haven’t yet invested in the brand and if approached by a startup I could see them selling it for something in the $x,xxx range.

Of course there’s and but I think in this case going after the .COM or the .LY makes for a better brand. But who the heck cares what I think! What do you think? Should a brand called “Lovely” stick with or pick a domain that exactly matches their brand name? Comment and let your voice be heard!

{ 4 comments… add one }

  • John October 13, 2011, 4:56 pm

    I own a bunch of Live … .com’s and did a startup in the deal space before it exploded in 2005-2007 LiveClean. It was in the health and wellness space and for us it made sense and was the name of the business as well. In this case, there may be better names out there with the single word available as well as the Live … .com. If they are targeting high end living definitely better name options that could be put together for less than what would sell for. I do like the Live names, but they are more suited for a lifestyle. Not sure a lovely lifestyle works in the apartment space. I’ll have to look through the site to see exactly what they are doing.

  • owen frager October 13, 2011, 7:37 pm

    Totally dumb
    Would make a great dating site, wedding, engagement, anniversary or valentines gift site
    But even if they spend a ton on advertising the call to action doesn’t connect to the need
    If they were a client I’d be looking at something like “check out your new pad” “find the perfect place” or “live large” or “happiness for rent” “priceless living. affordable rentals” “rent a home run” “welcome home” … need something that can be iconic- door bell- peep hole- welcome mat- for rent sign- can’t see how this plays on Facebook, Twitter… not even conducive to word of mouth “I found this great apartment on Live Lovely.” If you are going to brand something that has no relevance to what it is or does you are better off with a short invented name like zillow-

    If I were them, I’d buy MySpace and turn it into a real estate brokerage- the pr alone would put the company on the map

  • October 13, 2011, 9:11 pm

    It’s better to have simple generic brand words such as:

  • Uzoma October 14, 2011, 12:29 am


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