What’s in a Name?

Well, everything.  My personal belief is that a name and identity should accurately position the company in the minds of consumers as it relates to the specific line of business that that company operates in.  Now, I am not saying that every corporate name should be literal and descriptive in nature, often, names develop meaning over time.  10 years ago no one knew what a “Google” was, but today everyone knows that Google means “search.”  As a baseline though, I think names should be easy to remember and easy to spell.

Cuil (pronounced Cool), a new search engine that is supposed to be a Google killer (it won’t) launched this week with the aforementioned name.  When I see the name I want to pronounce it quill. Xobni, which is inbox spelled backwards, launched last year and has an equally unique name.  I believe it’s pronounced Zobni, but I’m not really sure.  I find both names to be frustrating on some level and right off the bat makes it difficult for them to stick in my mind.  Their challenge, from a branding perspective, will be to make their nonsensical names mean something.  Cuil cannot mean search, Google has already laid claim to that.  Xobni is in the business of allowing users to better organize their inbox.  Can they own that?  It looks like they might.  They turned down an offer earlier this year from Microsoft, but will their name be a hindrence down the road as they try to plant themselves in the minds of consumers? It might.

Here is the part where I try to bring the post back to us.  WrapMail, I think, has a great name (no, I didn’t create it).  Simple, descriptive, memorable, the ability to be used as a verb (‘wrap it’) and most importantly, first to market.  Those factors will in part ensure our success. Along with the simple fact that our product provides measurable results.  Wrap it up!

Dave Kustin – CMO, WrapMail

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Website: http://www.wrapmail.com
Location: Fort Lauderdale, Florida, United States
Founded: October 15, 2005

WrapMail helps companies “wrap” already existing email traffic that leaves from employees every day. All of these emails go to a captive audience (Vendors, Customers, Prospects and Friends/Family) but they do not promote the senders business…. Learn More

 
 
Why WrapMail?

• Make every employee a marketer

• Professional appearance

• Brand with every email

• Profiling & tracking

• Introduce new products and services

• Cross promote and up-sell

• Increase traffic to your website

• Instant surveys

• Ability to include 3rd party advertising

 
 
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