This is a serious business-to-business site, designed to help companies understand how to leverage existing consumer mindshare to serious market advantage. We believe that domain names are serious business, not just from the perspective of the serious appreciating assets they are returning to after the dot-com bubble scare, but also from the perspective of the territory that certain generic phrases and product categories have naturally in people's minds.
We believe, (with 25 years of technology-leveraging consulting under our belts for Fortune 500 companies), that the people who own the mindshare names, are the people who own the gateways to those product categories, and by extension have a supreme market advantage in future revenues, advertising costs deferred, instant recognition in target consumers regarding your product or service, and many other benefits.
To illustrate, it's fine to have a brand name if that is somewhat recognizable. If it is not, to what lengths are you expecting to go, not just in the interim, but for an extended period of time, to help consumers associate your name with the services you provide? This is a serious question with far reaching consequences.
For example, remember the 2000 SuperBowl ad done by kforce.com to try to associate serious jobs with their company? Talk about an uphill battle. The farther removed you are from natural mental pathways of target customers, the more your advertising -- and ultimate survival -- are a losing proposition, in all but the most rare cases. kforce.com had to try to educate consumers so that they would attach serious jobs with the name kforce, and they had to do it constantly. How many advertising dollars have been spent just for consumers to make that connection? And how much more will it take to then try to gain the superior mindshare position of being better than all the others? Wouldn't you be soooo much farther ahead if you adopted a name that already contained instant mindshare? In this chaotic marketplace you need every market advantage you can get, to be heard and understood above the "noise."
I'd recommend to kforce.com and thousands of businesses like them, to concentrate mostly on their business and less on trying to explain and convince people what they do. Own meaningful category names that naturally "say what you do." We're not picking on kforce.com, because there are hundreds of companies out there making the same strategic errors, and literally dumping millions into a problem that could have been avoided in the first place --- by taking some time to think about the way that consumers naturally think, instead of going uphill with thought processes and positioning that is SOOO difficult to change. Few have won that uphill battle. DiTech is one, and it has cost them hundreds of millions of dollars, to attach such a cryptic term to refinancing.
This site will be a growing resource not just for domain names, but for this kind of thinking: business case, strategic thinking. We've saved Fortune 500 firms literally hundreds of millions of dollars in our years of consulting, and we can help you too. Stay tuned for good incubator resources, and a rubber-hits-the-road, pragmatic dialogue to help you gain critical market advantage, whether you're a crusty old mainline corporation ready to catapult onto the internet, or a startup, or anything in between.
In the meantime, be sure to explore the links in the box to the right as we constantly update this important business resource.
