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
Old cliches never die, but they can often be turned inside-out. So while it’s true that a picture might be worth a thousand words, a great name is a word or two that can paint a thousand pictures in the … »»»
Great names are born from a specific process approaching science in its rigor, but the result is pure art. From competitive analysis to brand strategy, positioning, name development, trademark prescreening, linguistic connotation screening, name evaluation and adoption, there’s much more … »»»
When creating a brand name or any collateral messaging, avoid vacant, overused words like “solutions.” A quick web search will confirm that you can find a solution for nearly every problem, except perhaps for the problem of having too many … »»»
The lesson of snowflakes is to never confuse structural uniqueness – the “genetic code” of an individual name, its unique sequence of letters – with semantic uniqueness, its “uniqueness of meaning.” Any name has meaning on some level – witness … »»»
The key to getting noticed in the turbulent sea of cultural messages is not to speed up, but to slow down. If your name can disrupt someone’s ordinary routine, they will stop and pay attention. Perhaps only for a few … »»»