Prepare for a messy new world of domain names. ICANN, the little-known organization that oversees the Internet, plans to start selling the rights to anything from dot-soup to dot-nuts – a potentially unlimited number of customized new domain suffixes to compete with dot-com, dot-net, and all the other “dots” available.
Over the last decade we have generated new names for hundreds of companies, products and services. Here are some of the shortcuts, thought-starters and naming strategies we’ve observed along the way.
Can you really test a new name with customers and prospects? What can you expect to learn from the process?
A great name should be pleasing to the ear and to the eye. So how do designers make a name look good?
Adopting a new company name isn’t enough. If an organization is really proud of its new moniker – and it ought to be – then promoting the new identity with all its important constituent publics is a necessity.
