Now that’s a serious brand upgrade – Dapulse changes its name to Monday.com

brand

Dapulse is a startup that makes some pretty slick collaboration/communication tools for teams, they’ve raised over $34M and are trusted by companies like the Discovery Channel, Uber, and Adidas. But let’s pause for a second…what the heck does Dapulse mean?

If you’re scratching your head trying to piece together some logic behind the name, you’re not alone. Roy Mann the CEO of Dapulse shared how they picked the name with Business Insider:

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“When we were first starting out, our priority was on building the best product we could, and less so on the name,” said Roy Mann, CEO and founder of the company. “Based off what we felt was the essence of our tool, a platform to help you keep your finger on the pulse of your team, we identified with the concept of a pulse. After searching for domain options, the only website available was dapulse!” (Source – Business Insider)

Well it turns out that the name was a bit of a problem since nobody could really understand what it meant and at one point a TV anchor actually started laughing at the name while interviewing a Dapulse employee on the air. That being said, obviously making their top priority building the best product they could definitely was the right move. Raising over $34M doesn’t really happen unless you have a kick-ass product.

That being said, it does show how a branding mistake you make early-on can become a bigger and bigger problem as you grow. Too many startups set their budgets at $10 for a domain which means they have to come up with something completely random. With even a small budget ($5k – $10k) there are some truly exceptional domains available.

Of course my guess is Monday.com sold for a lot more than $10k, given that one word .COMs like Freedom.com sold for $2M this year and even two-word .COMs like MyWorld.com hit the $1.2M mark. The question is, do strong brand names like these more than pay for themselves with the long-term benefits that they bring? I think so, but I also know many people who could care less and just want to build a great product.

Clearly, like Dapulse proved, you can build, fund, and scale the heck out of a great product on a mediocre name, but I wonder how much additional benefit they would have had along the way if they picked a stronger brand name out of the gate.

What do you think? Was this a branding blunder or does it not really matter since they still built a kick-ass product that people use, love, and recommend. I want to hear from you, comment and let your voice be heard!

{ 5 comments… add one }

  • Joe November 13, 2017, 1:27 am

    I am the website of https://dapulse.com the domain name for me to be very good I do not find anything wrong or error in this different name better if you speak and write the same free publicity the user give out to third parties.

    Now the product “Project management tool with an incorporated addiction” for the visitor’s pleasure many web pages I would try to be more direct to what they offer.

    Although it is a dilemma in which I find myself surely to be two domains like yours Morgan as a domain and another that is only for the domain market to have registered with Wordpress.com I prefer a hosting that you know.
    Question that Hosting use your Morgan for Wordpress.com?
    Thank you.

    Reply
  • Tauseef November 13, 2017, 1:33 am

    A dictionary based dot com name like Monday will soon pay for itself. Clever re-branding!

    Reply
  • Brad Arthur November 13, 2017, 5:47 am

    My thoughts: first of all when I input the word dapulse, auto correct changes it to Repulse, ! Need we say more? That name was lame. Although this company grew with a cheap & stupid URL, creating a meaningful rememberable online identity should be the startup’s major priority.

    Reply
  • Eric Lyon November 13, 2017, 10:31 am

    Hopefully, the theft of Monday.com got cleared up before that acquisition: https://www.namepros.com/threads/monday-com-stolen.949907/

    Reply
  • Snoopy November 13, 2017, 8:13 pm

    “People look at domain sales, try to buy very similar names, then get frustrated a year or two later when “they haven’t sold yet!” ”

    Very unlikely that they really bought a “similar name”. If they aren’t getting sales it is because they have low quality names, time won’t change things.

    Reply

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