CW’s Laurel Sutton Quoted in The Atlantic on Named Start-Ups


In response to a recent Wall Street Journal article on the explosion of “quirky” made-up startup names prompted by the scarcity of domains, The Atlantic’s Rebecca Greenfield writes on the pitfalls of such nonsensical names. For example, at least 161 companies end in “ly,” “lee,” and “li,” and over 100 tacked ‘”ify” to their names when Spotify took off.

CW’s Laurel Sutton suggests that blindly following naming trends could cause “you [to] get lost in the noise.” She also cautions against prioritizing securing an exact dot com domain over a legal trademark, especially since in our mobile age, customers often discover apps through their phones, not by typing in a website address.

Click here to read the full article, including some quotes from Laurel.


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