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

New brands with bootstrapped budgets have to compromise. With many conflicting pressures on your name and brand, including length, memorability, and domain extension, knowing the domain dealbreakers for your audience are essential. To help brands and founders get the big thing right, we asked a representative audience of American consumers for the single biggest trust impactor.

By Thom Davies

Founders and entrepreneurs tend to think of their customers when choosing a name, and rightly so, but name and domain are also key signals to other stakeholders. When considering a pitch deck, investors are looking for growth prospects and are alert to signals that founders are considering long-term brand credibility. To help founders send the right message, we asked our audience of investors about the impact of name and domain in this regard, and for their impression of how future-proofed a range of popular extensions are.

By Thom Davies