I've written about this before and find myself writing about it again. Why do crypto projects choose such crappy names for their projects?
Rule #1 of marketing is "choose a cool name" for your company or brand. Something readily identifiable, easy to remember and all that jazz.
So why am I reading names in Klingonese and code-speak? Especially when ICO's are trying to "get their name out" and pumping millions of dollars raised at ICO marketing themselves?
Umm, could it be the name that's the reason why people aren't clicking? It is an option!
I don't know why so many projects are ignoring rule #1 and then pu$hing so hard to get their name out? Spending millions of dollars in an effort to train peoples brains that an unmemorable group of letters means something valuable to them.
While there are cool names for projects like #OpenSourceUniversity that sends a clear message that the project is all about, there are some tragically bad names for projects out there. Some even destroy the brand they are trying to build.
Take #NOIZ for an example.
NOIZ is an AI driven, interactive ad network and despite the stiff competition in that space actually has an interesting product.
... So why the heck would you call your ad network NOIZ?
- NOIZ = noise.
- NOIZ rhymes with "annoys." Which is exactly what most peoples perception of ads on the internet is.
- NOIZ is how a teenager, a graffiti artist or heavy metal band would spell noise.
Pitching NOIZ to a panel of marketing experts would probably get the feedback that a good, swift rebranding was in order before they even looked at the rest of the project.
Pitching NOIZ to the average person would trigger the idea that, "yeah, ads are really annoying". The name does not and never will inspire a positive response. It triggers the spell-checker in your brain and also calls up what you really think about the million ads your brain has been forced to screen out all these years.
Names, people, names! It's not that hard. The English language has thrice many times words that people use, so there is no shortage.
Bad names for projects annoys the heck out of me. If you're looking to make a bazillion dollars at ICO, I suggest spending an extra 5 minutes extra thinking about the possible ramifications of titling your project something like NOIZ.
The name is an anchor. And the NOIZ team needs to cut it loose.
Thanks for watching,
Brendan Rohan - Indie developer of 'next gen' natural medicine from Melbourne, Australia
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