Archive for March, 2010

Brand Loyalty and Domain Names

I just finished reading an interesting post about “building an army of brand loyalists” on the CityMax Blog, posted by¬† Grasshopper’s Ambassador of Buzz, Jonathan Kay. The post got me to thinking about the power of a domain name in building that buzz that Jonathan (and Grasshopper) is famous for (click here to read their coming out party and one if my favourite examples of buzz building).

For those that don’t know Grasshopper, they are the group that sent 5,000 chocolate-covered grasshoppers to key influencers across North America. They are also the ones who still make my hair stand up every time I watch their video about Entrepreneurs Changing the World.

A large part of the value of a generic domain name comes from the emotion or understanding that it conveys to your audience. Over at TeeTimes.net, people instantly get that which we do: we do golf tee times. But what about Grasshopper? They don’t sell grasshoppers. Yet still, as a generic domain name, it is a very powerful.

I wonder, would Grasshopper have the brand loyalists they do were they still called GotVMail? I mean, they still could listen to their customers, add value, and the rest of the points made by Jonathan, but would they still have as many loyal followers? Personally, I don’t think they would have.

Unfortunately, branding of this sort is one of those things that can’t happen in a vacuum and use normal scientific methodology (two identical companies, each executing the same strategies with the same product lines, and the same principles driving the company). I guess this is one of those philosophical chicken-and-egg type questions. What came first: brand loyalty or the domain recognition?

I think one of the points that Jonathan made is very important and it relates back to what we are doing at CityMax.com. Jonathan wrote:

“…The more you know about your customers, the more likely you will be able to set them up with other customers who might be able to help each other out. That is a memorable connection. Here at Grasshopper we have gone as far as to set up a formal program: Tell Us Your Story. This gives our entrepreneurs an opportunity to tell us what makes them unique, and how they are changing the world. Not only do we promote them to the media, but now we also have real stories and examples of entrepreneurs living their passion. Actively trying to help your customers businesses grow is a definite way to create a brand loyalist.”

At CityMax.com, we have been promoting many of our small businesses to media and to other customers (and we will be doing even more so in the coming months). We believe that “every website tells a story” and what makes the story interesting is not the website itself or the CityMax.com website builder technology driving the website, but what the individual entrepreneur was able to accomplish with the tools. One such good example of this was the “Homepreneur of the Year” award that CityMax.com handed out last year to Marco Barberini. Marco’s story is inspiring to other entrepreneurs.

So what do you think? Would Grasshopper have achieved brand loyalty under the name GotVMail?

March 30, 2010 at 4:09 pm 1 comment


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