Companies rebrand for many reasons, including unpredictable pivots as well as predictable failures of names or domains to have the necessary impact. We ran this research to understand why companies choose to rebrand, how important domain names are within that process, and the level of investment founders and C-suite leaders are willing to make to secure the right domain for their new brand. Founders can use the results to align their naming and domain choices with a long-term, strategic vision.

By Thom Davies

Key takeaways: Objective: For both immediate impact and long-term memorability, single-English word domains have long been considered a benchmark for […]

By Thom Davies

From Apple to Amazon, the best names draw consumers in, inspiring curiosity and building trust from the first impression. There are many ways to do this, and brands around the world leverage metaphor, poetry and puns to appeal to their customers. To help brands understand which name may have the biggest impact, we asked consumers how much they’re drawn to brands with some of the most popular name types.

By Thom Davies

Of the 1600 domain extensions, only a select few are recognized and trusted by consumers. In December 2024, we asked consumers to rank common domains based on credibility. Since then, AI has surged in its popularity and awareness, bringing the .ai domain into mainstream usage. We revisited this question to see what’s changed and provide brands with the latest data to help them choose a domain that resonates with their audience.

By Thom Davies

To better understand the connection between domain name and real business outcomes, we asked a cohort of business founders and a separate group of proven serial entrepreneurs where they believed a weak domain name causes the most damage.

By Thom Davies

Every early branding decision builds a foundation, the strength of which impacts your business’s fortunes and trajectory for years to come. Brand name and domain — often the first thing customers encounter — play a key role in early impressions of trust and credibility, as well as impacting tangible metrics such as click-through rates and traffic.

By Thom Davies