It can take years to get the right name: even though I knew I had a great idea, because I had both David Pogue and John Dvorak on board with the concept, getting the team together didn’t take off until I came up with a tagline: “What’s Cool, What’s Hot, and What’s Not.” Even then, it took me months to realize that CoolHotNot would make a great brand. Once I snapped up the domain, everything fell into place for CoolHotNot.com and getting a great team all on board. Should be going live with the beta soon now, and with a name that’s easy to spell and easy to remember, it makes the concept that much easier to get.

Team OS/2 (see Wikipedia) was also successful (as a concept at least, if not by its ultimate failure to stop Microsoft) largely because the name was instantly appealing to its audience and told a story all by itself.

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Marcia
Editor, Small Business Marketing Guide