Crunchbase published an article yesterday on how startup names are becoming less silly.
They tweeted out:
Call it the year of the noun. Funded startups are choosing brands made up of recognized words or names that describe what they do.
Some see this as a goodbye to BrandBucket type made up or invented names. Others see it as a potential boon for new gtld’s.
But I thought NickB and PB over at Namepros made a good point about repetitive names.
How does it overcome the issue when they are called the same name? – I think this was where the appeal of weird and wonderful brandables came from, they where unique and have very little chance of being confused with another company/brand, though it creates other issues like the radio test etc…..
When there are several startups with the same name in different tlds, there’s only one big winner: google. They will all end up pumping VC money into adwords to come out on top.
Imagine calling your company “Magic” and not owning .com or at least .net. How the hell are people going to find you? Google? I don’t think so. Wikipedia beats you right off the bat. And then there’s two billion other results…
I tend to agree that if you don’t own the .com it will create some confusion, you will always have to stress that your brand is two words. You cannot be known as “Magic” but Magic Media, found at Magic.Media or MagicMedia.com.
There could very easily be one tech company calling themselves Magic at Magic.Tech while another uses Magic.Technology.
The article even mentions:
” There is at least one big downside however; these names are typically already being used by other startups. The Crunchbase dataset lists multiple companies called Mighty, for instance, along with several called Magic, Opus, Wise and Proper, which are also names of recently funded startups on our list.”
Awhile back I remember reading Backlinko.com:
1. Branded Domain/Site Name: Forget exact match or phrase match domains. The EMD update made it very clear that exact match domains don’t do jack. Instead of MostComfortableMaleThongsX.com, go for ComfyThongs.com.
Rocking a branded domain sends the message that you’re a unique brand…not some SEO-obsessed loser trying to rank for one keyword.
Google CEO Eric Schmidt has this to say about brands:
“Brands are the solution, not the problem… brands are how you sort out the cesspool.”
Will we be finding our way back to EMD’s?
I think MisterFunky had a good post when they said:
It’s been a hoot watching the domain business go the route of the fashion industry as far as trend chasing goes.
The nonsensical name trend has been a good one and now a single word that pertains to the core business is becoming the trend (saves lots of money on branding a made up word).
The next step will back to the EMD’s. As the saying goes, ‘everything old is new again’. But, I could be wrong.
Brandable marketplace are working on their algorithms, I am sure a lot of new gtld registries will be sharing this crunchbase post for awhile.