Tag Archives: long term branding

Descriptive names feel responsible. They explain what the company does. They remove ambiguity. They help people understand the product without asking questions. For early stage founders, this feels like the safest possible choice. In the short term, it often works. In the long term, it quietly becomes a liability. Most descriptive names age badly not because they are wrong, but …

Most names are chosen for launch. Very few are chosen for legacy. This difference is subtle early on and painfully obvious later. Many founders do not realise they have chosen a launch name until they start feeling resistance from their own brand. By then, the name is everywhere and changing it feels risky. Serious founders understand that names serve different …

Availability feels like progress. A founder searches for a name, sees that it is available, and experiences relief. No negotiation. No delay. No complexity. The domain can be registered immediately and the company can move forward. This moment often feels like a win. In reality, it is usually the weakest reason to choose a name. Serious founders understand that availability …

After three decades of watching technology cycles repeat themselves, one pattern has stayed constant. Founders who build companies that last think about naming very differently from those who are just trying to launch. The difference shows up in the very first conversation. Casual founders ask one practical questionIs this name available Serious founders ask deeper ones Will this name still …