Comments on: My name is, My name is http://www.cosmicwanderlust.com/book-review/building-the-perfect-blog/ Not All Those Who Wander Are Lost Wed, 31 Mar 2010 19:30:18 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: mike http://www.cosmicwanderlust.com/book-review/building-the-perfect-blog/comment-page-1/#comment-225 mike Wed, 31 Mar 2010 19:30:18 +0000 http://www.cosmicwanderlust.com/?p=151#comment-225 I'm of the opinion that the guide severely under-weights the necessity of considering (A) context and (B) usefulness. Basically, it reminds me somewhat of bad web-design of old, which emphasizes bells and whistles over substantive content. First, it presumes that your brand positioning is to kick ass and take names. This may work well with, say, a cell-phone manufacturer, but may not be prime for, say, a funeral home. "Dirty Fingernails" might stand out in a list of funeral homes that I am considering, but isn't likely to be the one I select. Second, depending on the relative size and nature of the sector you are playing in, it may be far more beneficial to have a name that is indicative of what you do -- even if it is something like "International Business Machines." This is particularly appropriate for the types of businesses where you expect customers to visit once and only once, e.g., funeral homes, home security systems, or *ahem* research papers. It's not that an infusion of kick-ass isn't warranted, but, as we both know from experience, kick-ass can supplement but not substitute for substance. ;-) I’m of the opinion that the guide severely under-weights the necessity of considering (A) context and (B) usefulness. Basically, it reminds me somewhat of bad web-design of old, which emphasizes bells and whistles over substantive content.

First, it presumes that your brand positioning is to kick ass and take names. This may work well with, say, a cell-phone manufacturer, but may not be prime for, say, a funeral home. “Dirty Fingernails” might stand out in a list of funeral homes that I am considering, but isn’t likely to be the one I select.

Second, depending on the relative size and nature of the sector you are playing in, it may be far more beneficial to have a name that is indicative of what you do — even if it is something like “International Business Machines.” This is particularly appropriate for the types of businesses where you expect customers to visit once and only once, e.g., funeral homes, home security systems, or *ahem* research papers. It’s not that an infusion of kick-ass isn’t warranted, but, as we both know from experience, kick-ass can supplement but not substitute for substance. ;-)

]]>