December 7, 2007
Dim Name for a Bright Idea
There are times when a name can fit all your criteria and still be the wrong name for the product or service. Dimdim, a free web meeting tool aiming to compete with the likes of LiveMeeting, WebEx and GoToMeeting, is a prime example. According to founder D. D. Ganguly:
- We sat down with 18,000 domain names and promised ourselves that we would not leave without naming our company. We set 5 simple rules:
- The dotcom domain name must be available
- The name must have high recall
- The name must be international
- The sound of the name must translate without ambiguity to its spelling
- The spelling must translate to unambiguously to its pronunciation
Five hours later we named the company Dimdim.
Eighteen thousand domain names and they picked Dimdim? Sure, it meets all their criteria: it's phonetic and the sounds are common to most languages. It may outdo the Wii in that department.
Like "Wii," "Dimdim" is a name that's just asking to be made fun of. And the Wii, at least, is for gamers. Dimdim is a business service. "Wii" also has Nintendo's marketing budget behind it.
Of course, lots of Web 2.0 products have silly names, and that doesn't stop them from succeeding. But "Flickr," "Twitter," and "Jaiku" all have names that relate to what their service does. Even ooVoo, which scores very high on the silliness scale, looks like "you view."
I can hear the slogans now: "Dim meetings for dim people."
TrackBack URL for this entry: