It’s an opportunity to define how your audience thinks about you. Take it. And remember – Naming & Positioning is a competitive sport, so don’t skip this vital step
Tesla is a fantastic name for revolutionary electric car company, but not a name that could navigate a typical corporate naming process and survive.
The death of a thousand cuts would include:
- We can’t acquire Tesla.com, we’d have to use Teslamotors.com, a non-starter. Electrificity.com is available. Let’s go with “Electrificity” instead – we can get the domain.
- Nicola Tesla’s inventions were all in AC, not the DC battery power the cars use. Edison was the man when it came to DC. Tesla advocated the opposite
- Most people don’t know who Tesla was
- “Tesla” was a big selling ’80s hair band
Tesla knew it was a great name even though Mr. Tesla’s work was with AC electricity, not the DC electricity the car runs on, which was the domain of Edison. They knew Tesla is a much sexier word attached to a sexier, more mysterious personality. The name Edison is just boring all around. So no one cares about the glaring discrepancy – they just associate the name with electricity.
For Tesla, going with the domain Teslamotors.com and using the name Tesla was a better move than changing the name to Electrificity or some such because they could get the Electrificity.com.
Tesla is memorable, has a great look, sound, meaning, mystery and sexiness to it. Do you walk away from that over domain availability? (Hint: “What would Elon Musk do?”)
We are all for a matching domain name, but it must be a powerful one.
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