Don’t be discouraged by the difficulty of securing a domain name, and don’t let domains dictate your choice of names. It’s far better to have a great brand name with a compound word modified domain than a weak name with an exact-match domain. Thanks to Google and social media, your brand can be easily discovered regardless of its Web address. The brand should always have priority over the domain name; the only exception being Internet pure-play companies, where the brand and the domain are one.
What is the Manifesto?
The Naming & Branding Manifesto is a live, ongoing exploration of Zinzin's philosophy of naming and branding, presented here with the latest Manifesto bites at the top.
Get the Manifesto PDF
On our Downloads page, you can get The Naming & Branding Manifesto PDF, which is in chronological order, or the standard naming guide, which includes The Manifesto.
5 Random Manifesti
Stories are how we connect with each other, and how people become emotionally engaged with brands. Successful brands tell the most and the most compelling stories. Since your name is the face of your brand, names that tell stories are … »»»
Many a troubled naming project began with a brainstorming session, but it’s possible to do brainstorming right and add value to your naming process. Use this opportunity to get outside of yourself and hear divergent opinions; avoid being restricted by … »»»
We talk a lot about brand positioning and how important it is, so let’s define our terms. Simply put, the positioning of a brand is the set of core messages the brand demonstrates to the world, through tone, personality, emotion … »»»
While there are definitely parts of a naming project that can be hard, challenging work – trademark screening, due-diligence research, linguistic connotation screening, domain checking, etc. – the actual name generation, discussion and deliberation should be engaging, thought-provoking, cathartic, stimulating, … »»»
The greatest brands are emotionally engaging, thought-provoking, absolutely original and tend to upend industries. They are not me-too wannabes, struggling to get a word in edgewise. Rather, they own the conversation in their market. This kind of dominance is what … »»»