We covered the importance and benefits of using short names when launching a new brand – a practice that is followed by some of the world’s most successful companies. But why do some well-established brands decide to change their names?
The trend of shortening a name is a common strategy for large brands that have been around for a while and have since changed what they offer one way or another.
This post will focus on the benefits and consequences of changing your brand’s name based on the lessons learned from successful world-class companies.
Building a brand is no easy feat.
It all starts with a great idea… followed by choosing the perfect name, designing a logo, building a website, creating a social media presence, driving sales, etc.
But what if you get stuck along the way? Or if you can’t find a good name? Or if the domain is registered? Or if the social media profiles have been taken? How do you carry on?
Premium domains (and many other digital assets), like wine or cheese, get better with age. This might sound like a tacky metaphor, but there’s plenty of evidence that the value of domains tends to increase with time, and it’s not just because good things happen to those who wait.
Brands spend millions of dollars every year on all kinds of assets, from human capital to trademarks to real estate, but there is a highly valuable type of intellectual property that might go unnoticed: premium domains.
I keep getting the question about the real meaning of “Tois” – presumably because the company’s name is not a dictionary word in any of the most spoken languages.
2017 was the year I became obsessed with premium domain names.
While everyone else was busy with hurricanes, cryptocurrency, and Trump, I was getting deeply immersed in premium domains, more specifically the 4-letter .com kind (also known as LLLL.com domains).