Business & Finance | Business

Logic Is the Enemy of a Successful Brand Name | Al Ries - Advertising Age

There's a method to the madness of a seemingly meaningless moniker. NutsOnline.com, according to a recent post in The New York Times, spent hundreds of thousands of dollars to buy a new name, Nuts.com...

Why do we call it Moptwo? There is an interesting story behind it. If you would like to know how it happened, please email me: joshn@moptwo.com. However, if you want to understand why we chose a name that is a completely new word instead of something like "permalinks.com," read this. I worked in marketing for several years and had the opportunity to be a key member of two re-branding teams at two different corporations (one was a $1 billion credit union with a lot of history and sentiment attached to its original name). The old model of a company name reflecting what you do is no longer necessary, common or even advantageous. That is particularly true in the tech sector. So that is why you are on a site at this exact moment called "Moptwo."