Re: Best practices in corporate/product branding and domain names

[Gene Kim-Eng <techwr -at- genek -dot- com>]

This is probably a segue into the technological fuddy-duddy thread or the
start of a new technological curmudgeon one, but it annoys the heck out of
me when web domain names are not intuitively obvious from the name of the
product.  If you can't figure out a way to buy "orange.com," I would face
the fact that the Orange brand name train has left the station and either
call the product "CorrectColor Orange" and grab the "correctcolororange.com"
domain or start taste-testing some other fruit.

Gene Kim-Eng


On Fri, Jan 20, 2012 at 8:21 AM, Anonymous <anonymous -at- techwhirl -dot- com> wrote:

> One camp suggests that we build the brand around "Orange" but that we focus
> the domain name on what the product does, as in
> www.CorrectColor.com<http://www.correctcolor.com/>.
> The issue here is that the brand will be "Orange," yet the Web site domain
> says something else. We could address this with a tag line, as in
> "CorrectColor…makers of Orange Software." Not an ideal use of the tagline,
> but it would help bridge the gap. The question is: How do users respond to
> going to the  "Orange Software" Web site but seeing the Web address as
> something different? Do they perceive a disconnect between the brand and
> the domain? Or is this sort of disconnect becoming part of the norm because
> of limited domain name choices?
>
> Another camp suggests that we go with an available domain that has Orange
> in it: www.Orange-Software.com <http://www.orange-software.com/> and get
> the brand in the domain name. The issue or question here is: How are
> hyphens in domain names perceived by Web users today? How might the
> hyphen affect
> users and usability of accessing the Web site?
>
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