“We now live in a world where one-word domains with massively broad use cases and brandable one and two-word domain names have won [the race against product-related domains.]. – Morgan Linton, July 2018
In a prior post I talked about 349 recent sales from three brandable marketplaces. I assessed them as a group and analyzed them in terms of length, style and keywords. This week I’m looking for trends in the brand names of 200 tech startups that were recently covered in news reports on TechCrunch.
Let’s see what we can discern from the trends, tendencies and nuances of this random list of 200 names.
Traditional or creative?
For this analysis I again looked at the brand names in three categories: invented (Klaxoon), keyword (OpenPhone) and hybrid (Riskified). I divided the list into brands that did not contain or resemble any dictionary words (invented), brands that consisted exclusively of correctly spelled dictionary words (keyword) and all the rest (hybrid).
The totals were: Invented (18%), Keyword (47%) and Hybrid (35%).
What’s your size?
When I looked at the list from the perspective of domain length, the breakdown went like this:
4 Letters = 6%
5 Letters = 19%
6 Letters = 14%
7 Letters = 16%
8 Letters = 20%
9 Letters = 15%
10 Letters = 7%
11 Letters = 7%
12+ Letters = 6%
No surprises there.
When I evaluated the content of the hybrid and keyword based domains I noticed there was an absence of popular keywords like chain, cube, cyber, buzz, buy, card, chimp, click, care, data, digital, fit, fuel, local, media, mobile, net, ninja, sale, sell, stat, stack, swipe, style, tap, travel, talk, and wire.
This could easily be due to the small sample size so don’t give too much weight to that observation
Some keywords that did appear in the list and that came up more than once included Coin and Open, which appeared 4 times each, Bot/Botics, Safe, Team, Vision and Zen which appeared three times each and Air, Code, Hub, Lab/Labs, Space, Up and Work which each appeared twice.
When I looked at the stats from my prior blog entry “What’s Selling at the Brandable Marketplaces?” I notice many similarities between the two analysis.
The percentage of brands/names for each length (number of letters) are very similar. The style of names are somewhat similar but the startup list favored keyword names over invented names by more than two to one.
Lastly, there was a big discrepancy in the popularity of keywords as almost no keywords appeared on both lists. Go figure.
Here’s a complete list of the 200 brands and the corresponding analysis. You can take a look and make your own conclusions. Keep in mind that quite a few of the startups do not own the exact match domain, dot-com for their brand. Examples include KeepSafe, ModernHealth, OpenPhone etc. So that could also account for differences in the lists ie a wish list brand versus a real life purchase of a domain name.
Till next time… May all your sales be to endusers