RE: UKNM: Re: Baby Hippo security

[Richard Uttley]

I agree with Ben. Imho generic names (cars.com, jobs.com, business.com) are

going to be less influential in the success of an e-business in the future

as competition within each sector increases.  Generic's will always be

useful as portals but imo it's better to have a name that is memorable and

on which you can build an association and create a strong brand. Seth Godin

pointed out in his book "Permission Marketing", that if you ask anyone who

buys a book over the net you'll find that they more often say they buy from

Amazon.com rather than books.com (b&n). 


Richard M Uttley

Marketing Director

Netstep

e-mail:

richardnetstep [dot] co [dot] uk

www: http://www.netstep.co.uk



-----Original Message-----

From:

benbabyhippo [dot] com

 [

benbabyhippo [dot] com (mailto:benbabyhippo [dot] com)

]

Sent: 24 June 2000 10:30

To:

uk-netmarketingchinwag [dot] com

Subject: Re: UKNM: Re: Baby Hippo security



A simple process


1) Come up with name.

2) Tell everyone it.

3) Ask them what it was a week later. If they still remember it, use it.


Also I don't think descriptive names actually work. If you are called

carparts.com and your competitors are called car-parts.com, carpart.com and

carparts.co.uk any advertising spend will be helping your competitors as

much as you.


If you own all deriviative of a generic name life would be fine. But if I

have to remember hyphens I'm just not going to get the name right.

www.shoe-shop.com anyone.


Ben


[Sam says: msg chopped...]


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