Key Ideas
• Availability of an exact brand match dot-com domain should not drive the naming process.
• Solving for the brand name first, then the domain, increases the likelihood of landing on a good name with the desired meaning and tonality.
• When obtaining the desired web address is impossible or cost prohibitive, teams should consider alternative solutions, such as adding a descriptor to the name or using a dot-co or dot-net domain.
A 1999 episode of Saturday Night Live featured one of their famous fake ads, in which Chris Parnell deadpans straight to the camera: “A lot of investment companies rushed onto the Internet, but Dillon/Edwards took their time. Sure, when they were ready, there was only one web ...
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