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
We live in a culture with so many signals coming at us so quickly, that most messages, including brand names, just get buried in the avalanche of tweets, calls to action, toll-free numbers, friend requests, dinner conversations, infomercials, podcasts, IMs, … »»»
T.S. Eliot wrote that the world will end with a whimper, not a bang. Perhaps. But it began most evocatively with a Big Bang. Did the Big Bang know itself by that name as it was happening? Doubtful – the … »»»
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, … »»»
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 … »»»
It’s not enough to just “produce” products for “consumers” to consume. You need to foster engagement with your audience. Live in the big world and be a part of it, treat individuals with consideration, and be open, transparent and helpful. … »»»