Yellow.com.au – “If you can’t beat em, join em!” goes the saying.
We’ve all seen latest ad blitz. After holding Yellow.com.au for many years, Yellow Pages is finally transitioning to the brand Yellow and with it the matching domain name.
This reminds me of CatchOfTheDay.com.au switching to Catch.com.au, which Catch Group purchased in late 2015. Co-founder Hezi Leibovich has acquired a number of high quality generic domain names in recent years.
And who could forget Greg Roebuck and his concerted efforts to acquire the vast portfolio of automotive generic domain names, most of which are held by CarSales.com.au.
The point is, generics kill it. Always have. And always will.
Why? Because they make sense! They rationalise the irrational. They cut-through the noise and nonsense of the internet, and commerce more generally.
Names like ‘Google’, ‘Microsoft’ and ‘eBay’ only work for true innovators. Invent something awesome and guess what, you can call your business whatever you like and people will remember it.
But if you sell goods online, provide a trade or service or do anything else run-of-the-mill that doesn’t make the Sydney Morning Herald in your first year, then a made-up word or contraction of your kids names is not going to cut it. In fact, it may hamper your business more than anything.
And just remember, for every ‘Google’, ‘Microsoft’ and ‘eBay’, there is an ‘Amazon’, ‘Apple’ and ‘Gumtree’. In fact, success with a made-up name like ‘Google’ is the exception, rather than the rule.
So if you’re in the process of branding or re-branding at the moment, it may be much better to bite the bullet and invest in the right name to begin with.
If the name you want isn’t available as a business name or company name, don’t let that stop you acquiring the right domain name. The main thing when it comes to naming these days is ensuring there are no trademark issues (like registered or unregistered trademarks) surrounding your choice (if you are unsure you should get professional advice) and, crucially, acquiring the right domain name that squarely matches your brand.
(DNJ does not provide legal advice. If you are unsure of your legal position you should consult with a qualified trademarks lawyer or trademarks attorney. Note that auDA eligibility criteria apply when it comes to registering a .au domain name)