The Brand is in the Name

A new Lexicon Branding Survey indicates that Internet domain names ending in .com are no longer the only viable option for companies doing business on the web.

According to the study “…. In terms of actual usage today, people just don’t care about the word on the right side of the dot. What really matters is the actual name of the company or the product.”

Makes sense to me.  Selecting an appropriate company and product name are important components of an overall online branding strategy.