What makes a domain usable as a brand?
A practical test of speech, spelling, visual use and recall in the situations that matter to customers.
Read article
When is a one-word .com worth considering?
Compare address options against a fixed launch budget and the next operating milestone.
Read article
Invented names and familiar words: choosing a direction
Understand what an invented term or familiar word asks of the launch before choosing a direction.
Read article
How to test the tone of a real-word brand
Use three customer contexts to uncover meaning, discomfort and the tone an audience actually hears.
Read article