Re: brand domain names

From: Keith Pieper <discussions_at_keithpieper.com>
Date: Fri 04 Apr 2003 09:36:56 -0600

At 2:56 PM -0600 4/2/03, Keith Pieper wrote:
>Branding campaigns and advertising over time have created what
>they are today. Like Google and Yahoo, in and of themselves they
>have a clear dictionary meaning.

Rob Frankel said...
I'd disagree with that one. In the old days, that sufficed to build
a brand's awareness. Not now. This is a big issue. Today, a brand
has to also communicate why it is "the only solution to your
problem"
in a heart beat, as well.

--I don't see how this in disagreement. I certainly don't disagree
with you on your point. But let me add to my generalized
statement...every touch point with a company builds a brand - from
advertising to sales person to customer service associate, business
card, name, vanity telephone number, quality of the product, blah,
blah, blah. My point about advertising specifically, is that
overtime it's residual value, if not primary value (depending on
your goals) can build a brand and brand equity or kill it -
depending on execution. Some companies don't advertise at all and
let the product experience create the brand and build the equity.

>But it's through significant
>investment and time that those companies have created a large
>meaning and association. This is why "generic domains" are so
>popular - they have instant associations to the owner without
>additional brand-building investment.

Rob Frankel said...
Again, disagree. Generic domains are popular because they are
catch-alls, not brands. As an example, I own both BrandingExpert.com
and RobFrankel.com. Both lead to my site, but by far,
RobFrankel.com
gets the major traffic. BandingExpert gets the runoff stuff,
becuase
some people use generic domains as a shortcut to seraching.

--Define brand how you want, but your school of thought is not the
single definition. A generic domain name can be a brand for someone
looking to buy an "instant brand" perse - something with instant
product benefits inherent within the name. These associations and
benefits lend well to the start of a brand...albeit a simple brand
based on a simple product benefit stated within the domain name.

Rob Frankel said...
The deal there is that generic domains rarely get to make the sale,
while branded domains do much better. This is again, because
branded
domains make it a point to present the solution to their prospects
problems more clearly.

--Sounds like a bunch of gibberish. A good domain name can be a
brand - the seed and start of a bigger brand. It can portray product
benefits or features. It can answer simple questions of "what does
this company do" or "what can the company do for me" in a
differentiating way...and make that sale. But don't ask your name to
do too much. Not without some additional "brand building".

--
Keith Pieper, "Yes, BRANDomains are coming soon!"
Moderator, I-Domain Discussion List
The best domain discussion list on the web:
http://www.DomainNameDiscussion.com





Received on Fri Apr 04 2003 - 09:36:56 CST