Re: Brand domain names

From: Keith Pieper <discussions_at_keithpieper.com>
Date: Mon 07 Apr 2003 07:17:12 -0600

Rob Frankel Said...
Well, there's an issue right there: people do seem to define
branding the way they want. The reason I have defined it the way I
have is to move branding from an intangible discipline, to a more
tangible, measurable discipline with measurable results.

In today's business environment, theory doesn't cut it.

--I like your thinking here. And I am quite familiar with branding
and measurement - worked on just such a project once-upon-a-time at
MatchLogic. Not as easy as it sounds. And there are few (if any)
affordable tools or methods to accurately assess and measure brand
impact on an ongoing basis, for the masses anyway. A company whose
market cap is grounded in the value of their brand spend the bucks
to buy the tools needed to keep tabs on brand value.

Keith Pieper Said...
>--Sounds like a bunch of gibberish. A good domain name can be a
>brand - the seed and start of a bigger brand.

Rob Frankel Said...
Have to disagree with you again. A generic category name is just
that: a generic category name. The whole purpose of a brand is to
distinguish yourself within the category.

--I agree on differentiation. But I still say "Batteries.com" is the
start of a potentially good brand...it's a "generic" dictionary
word, but you know instantly what that site is about. And there is
only ONE "batteries.com" - that is differentiating in and of itself.
Perhaps not very creative or emotionally impacting of a brand, but
the start of a brand.

My point for those looking at getting a domain name...

--Option 1: buy a "generic" domain name WITH instant product
benefit/feature associations (i.e. batteries.com)
--Option 2: buy a "generic" or other name WITHOUT instant product
benefit/feature associations (i.e. yahoo.com)

--With option one you will not need to invest additional dollars
(beyond the cost of the name) to convey an instant understanding of
the general nature of your business. There you have an instant
brand, perse. Optionally, you can invest more in developing the
brand.

--Option two you must invest significant dollars in conveying what
you do to your potential customers. This means additional time and
money beyond the cost of the name.

--Either way, it's going to be an investment.

--
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 Mon Apr 07 2003 - 08:17:12 CDT