Morning Folks!!
Branding is about consistency.
Branding is about repetition.
And ultimately branding is about sales.
No sales, no brand.
More and more I see morons that make advertisements and commercials, and I don’t even know what the hell they’re advertising. It’s so subliminal you can’t even figure it out unless you’re paying close attention.
Let’s start with abbreviating their own name is as bad as it can get unless that’s the name that they’re known by. Cannot be lazy when it comes to your brand. They must repeat it at every opportunity. That’s why you don’t abbreviate. Leave that to others.
Not having their website on a commercial is suicide. Then again, it’s an affirmation that people all automatically know it’s a .DOTCOM. They know it’s CompanyName .com. But regardless, it should be spoken and plastered everywhere throughout the commercial.
Their domain aka brand should be on that commercial nearly 100% of the time. Boldly. And it should be pronounced and announced multiple times. There should be not one single piece of literature or page that is printed that doesn’t have their website domain name on it. Not one.
The bottom line is companies and their employees can’t be lazy when it comes to branding. And that’s what it is. People are just lazy. That’s why they abbreviate things. It’s from laziness.
There’s one commercial I’ve watched probably for two years and I can’t remember their website because they have the focus on something else. Luckily, they have the domain name that corresponds with their misdirection. The company is Loan Cannon. That’s not the name of the company but that’s the focus of their commercial and that’s the only thing I can remember after two or three years. Loan Cannon. I swear to you folks that if you had a gun to my head right now, I have no idea what their company name is or what their real domain is. I have seen the commercial HUNDREDS of times.
As I mentioned, they do have the corresponding domain LoanCannon .com. So there is some genius there, but it is a convoluted way of doing things. All I know is one thing, Loan Cannon is a better brand than whatever the hell they’re brand really is which I can’t remember. DUH!
You know it’s good to emulate Apple and the big dogs. But at the same time, you can’t sit at the same kewl table and pull off what they pull off. Apple can run a commercial at the end just to have their logo and that’s pretty strong. But if you’re in an up-and-coming company that won’t work. That dog won’t hunt. It’s dumb as shit.
And then, of course, we get to the rebrand, which so far has been pretty stupid if you ask me. I seldom see a rebrand that I say wow. I often see rebrands and say what the hell were they thinking?
What does a rebrand mean? It indicates that they failed the first time around. That’s what it means. It means they didn’t make a good decision on the most important decision made as a business. That’s a big fail in my book.
But here’s the silver lining for domain investors. Since these folks did such a terrible job naming their companies to begin with, the ones that survive will all eventually upgrade to better domain names.
That’s what I love about Domain Investing. All roads lead to better domains. Whether it’s rebranding, a new company, or a new product, domains are and continue to be the center of the universe. Not NFTs, Not crypto that are 1-dimensional, not income producing and can't build an empire on. Not anything other than great, multifaceted, multi functional DOTCOM domain names. Also known as your WORLD HEADQUARTERS and your BRAND!! The epicenter of all commerce and income. GOT THAT??
And as I have stated repeatedly, everything I write about domains ONLY APPLY TO DOTCOM DOMAINS. They DO NOT apply to ANY other extension. EVER! The DOTCOM franchise is the biggest, largest and most valuable franchise in the history of the world. Wrap your head around that, understand it, and embrace it. Only fools ignore. Sorry. It's expensive to be foolish.
We are in the epicenter of the Internet itself, and just like a hurricane that’s small in size but it’s strong and powerful and that is what we represent. We are a hurricane and a force to be reckoned with. It’s slow-moving but unmistakable. Just look where we have come from, and where we are, and maybe then you can understand me and understand where we are going.
The true value of a domain name is still in its infancy. Nobody reading this today will be alive when domains reach their full value. Nobody!
Rick Schwartz
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