“When one brand is too big a part of your main product, like Facebook, it becomes dangerous,” said Fabian Geyrhalter, principal at branding consultancy Finien. “If you have five products, and you name your main brand after one product, you might end up having a difficulty when that one product gets bad press.”
Shorter names in particular are also a status symbol often reserved for tech giants looking to make their brands memorable. And as companies have started to grow out of what Fernandez calls their “word smash era,” startups naming themselves things like “thisbook and that-ly” will lose popularity, he said. Adding on an interesting top-level domain to a url, such as Block and Alphabet’s websites ending in “.xyz,” also gives a tech company some clout.
“It’s easy to score a domain like scoootr.com,” Fernandez said. “Shorter names are desirable as they can be easier to tap into your browser. A common short word is often more of a luxury for large tech companies who have the cash on hand to purchase those short URLs.”
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Shorter names in particular are also a status symbol often reserved for tech giants looking to make their brands memorable. And as companies have started to grow out of what Fernandez calls their “word smash era,” startups naming themselves things like “thisbook and that-ly” will lose popularity, he said. Adding on an interesting top-level domain to a url, such as Block and Alphabet’s websites ending in “.xyz,” also gives a tech company some clout.
“It’s easy to score a domain like scoootr.com,” Fernandez said. “Shorter names are desirable as they can be easier to tap into your browser. A common short word is often more of a luxury for large tech companies who have the cash on hand to purchase those short URLs.”
Read more