30 Apr '15, 4pm

A name that failed the “radio test” was hurting this real estate business

Old name led to a “word-of-mouth” issue for company. Technology-driven real estate startup TripleMint just raised $1.65 million from investors. It’s also changing its name from one that caused it problems. TripleMint used to be called Suitey, a name that I don’t know how to say, and if someone told me about it I wouldn’t know how to spell it. My guess is it was a play on “sweetie” and the real estate context of “suite”. Co-founder David Walker explained that the old name was “really hard to say and spell,” creating “a bit of a word-of-mouth issue.” Indeed, TripleMint is a lot cleaner and I can’t think of alternative spellings. (Triple Mint is a real estate term, kind of like Triple Premium is in the domain name business.) A BuzzFeed article explains that the new name has its own issue, though. It’s also the name of a real estate brokerage in Austin. Although the recently f...

Full article: http://domainnamewire.com/2015/04/30/a-name-that-failed-t...

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