Advertising & Practical Thinking

The advertising profession is cold and cruel. The power of practical thinking is a perfect antidote.

Thursday, August 13, 2015

“Do It Right.  The First Time.  Every Time.” 

August 13, 2015

Over the years, I have admired GOOGLE.

From the day they came out with their name, their Search Engine, Google Doodles (my favorite, the “Les Paul 96th Birthday” on June 11, 2011:, and all that they have continued to do…

A few years ago, they even sent me a personalized “Happy Birthday” doodle.  And, I am only one of their millions of users!

On Monday, August 10, 2015, GOOGLE gave me one more reason to say, “Well Done, GOOGLE!  I like Alphabet as the brand name for your new parent company.”

On Wednesday, August 12, 2015, I read that GOOGLE did not do their homework. 
They did not “google” and find out if the domain was available.

I could not believe what I read!

To me, the availability of a .com domain is an absolute must.  People who have heard of 

PentaTwo know that I create and develop brand names and branding strategies for clients.

PentaTwo’s tag line: Practical Thinking.

In 2008, I established my guidelines for developing a brand name:
It should be aurally and visually pleasing.
It should be relevant not just for today, but also for a long time into the future.
It should be meaningful.
It should become the property of the owner of the name.
It has to be real and not over promise.
It should be stylish and not trendy.
An Internet domain should be available.

GOOGLE did well on the first six; they forgot all about Number Seven!

And to add insult to injury, BMW owns the trademark “Alphabet” and the .com domain. 

They are not for sale!  OOPS!

In 2005, I recommended to a client: “Do It Right.  The First Time.  Every Time.”

It is amazing how we always find the time and the money to get it right the second or the third time!

I feel bad for you, GOOGLE!