Forkly, Mingly and Grovo. Twitter with its tweets and peeps. Digg, reddit, Bebo and Mixi. Tumblr, Flickr and folkd. Oovoo and Zoomr. Prezi and scribd. Badoo, Rapt, Mubi and Wooxie. Spotify, Blippy and Twilio. Zynga, Scribd and Tsy.
Pet names? No, all are real companies, social media and web 2.0 platforms — some better some worse, some useful some mere copycats and others just a waste of time. But they have one thing in common: Their names are pretentious and annoying. Spelled lower case or upper case and backward and what not. I am not really sure anymore. Web 2.0 galore. Well done!
To all you Silicon Valley and Alley cats: Enough already. Give it a rest. Don’t try too hard to be original. All you came up with was yet another syllable in a crowd of too many other similar syllables. But we are able to remember names with more than one syllable, you know. Regardless of what your branding guru says.
Please ditch your babyish sounds. Don’t make us repeat those sounds over and over (and my fellow peeps, let’s stop using them as verbs), as in: “Hey, have you digged (dug?) and pinned my flickr pix, shared them with your Mingly contacts and oovooed about them? xoxo”
I am sure you invested a lot of work and thoughts in your startups. But your “look-how-fresh-and-original-and-non-conformist-we-are!” names feel as if they were named by a bunch of pseudo free-spirits, Google-crowd and Millennials’ pleasers and SEO-obsessed hipster wannabes.
Yes, at last you may sit on your bouncy ball chair in your toy-filled office, maybe mega profits within your reach. But must you be so obsessed with names? And with the introduction of new custom internet extensions, it soon will get even sillier. Please, let it go.
Others weigh in:
It takes a Great Name To Launch a Successful Startup (a video clip via Mashable)
How Today’s Hottest Startups Got Their Names (Mashable):
…[S]ome of our favorite startups were sired by picking names out of hats, by throwing out odd proper nouns that might be cheap domain names and by haphazardly removing vowels.
Many startups have chosen to use the “-ster” suffix, as in Flixster, Friendster, Napster, Dogster, Feedster, […] to “indicate action.” The original usage can be traced back to 1936, to a word you may not realize also doubles a brand name: Dumpster. The Dempster brothers played on their last name, and the term became the industry term for a “standardized metal waste container.”
The New Rules of Naming (Seth Godin, who named Squidoo):
Find a name that came up with close to zero Google matches. […] [T]he very structure of the word now communicates meaning. Web 2.0 names often have missing (or extra) vowels. The “oo” double o is a great way to communicate a certain something about a net company. […] The shift, then, is from what the words mean to what the words remind you of. The structure of the words, the way they sound, the memes they recall.
The 15 Dumbest Names for Web 2.0 Startups (The Next Web). From 2008, yet still funny.
Startups Explain How They Chose Their Names (The Next Web):
Whether you pay for a professional branding agency, or sit around in a pub brainstorming with friends, it’s entirely up to you how you derive your name. The end, it seems, justifies the means.
The Name Game (The Next Web):
Pongr is a US startup turning brand loyalty into a game, […] although it may struggle to gain a large following in the UK, where “Pong” is slang for a bad smell.
10 Company Name Types and its pro and cons (The Name Inspector Blog):
[Pun] names are words or phrases that have been modified slightly to evoke an appropriate second meaning. They’re similar to blends, but they involve a coincidental similarity between part of the main word and the second evoked word. Pros: Pun names can be fun and memorable. Cons: Nothing sounds dumber than a bad pun.
If you think there’s a cool trend in naming going on, my advice is that you avoid it. It doesn’t matter whether you check the domain first, then apply these recommendations or vice versa. But please do both because saddling a great company or great product with a crappy name is a real crime.