Famous Last Words: The Name Riddle
Do you name your company after yourself—as in Martha Stewart (who did jail time for perjury), Bloomberg (who went on to other things), Kiplinger (with the next generation Kiplingers very much at the helm) or Oprah (a corporate name not likely to survive after she becomes a star in the sky only)?
Early on, we went shopping for a booth that we could take to trade shows and found a masterpiece—one made of glitzy cardboard that shipped in a single container. It traveled in the car and we could put it up and take it down in minutes, enabling us to be last in and first out at shows. When exhibitors stopped by to ask us about the booth, we highly recommended the manufacturer: Blue Thumb. It was a name easy to remember.
However, Blue Thumb got itself bought and the name was changed to easily forgettable Unitizer. Google "Unitizer" and you do not get a display booth. The company could have done better.
So what do you name the new biz?
- Is the business name easy to remember?
- Is the URL memorable?
- Will it come up early on Google?
- Does the name say what you do? Should it?
- Is your name the business name?
- Ford, J.P. Morgan, Hewlett- Packard and Morgan Stanley are household names. Will yours be someday?
"Every business model has a life cycle," said TechTarget cofounder Don Hawk.
Will your name on the business be a help or a handicap?