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I disagree. The name doesn't really matter (and I'm a brand guy). All that matters is that people find the content useful. If they don't, we're sunk. That bein

• jamiequint 18y ago
  Really? Have you read Positioning (Ries and Trout). Certainly branding is more than a name, but for marketing you want something that is at least easily transferable by word of mouth, no?
  • karjaluoto 18y ago
    Yup, I've read lots of their stuff (particularly Ries). Our firm has named a number of companies. In my experience, these are tough projects, as it's difficult to determine which is objective/subjective feedback. Some of our most successful names were ones that clients hated initially, but later found very usable. Although some are put-off by names that feel different at the outset, once they are spoken a few times these ones often become more memorable. I like undrln because it’s short, and there’s a bit of a tongue-in-cheek nod to the tools we use every day in it. Seems to be working: http://search.twitter.com/search?q=undrln http://search.twitter.com/search?q=undrln