Like the internet phenoms they trumpeted, Internet company names of the last decade have been, by turns, wildly inventive, deeply troubled, breathtakingly silly, serviceable (if dull)—and, occasionally, brilliant.
Having christened our share of Internet phenoms, we at Catchword decided to looked back to identify the 10 biggest dot-com naming trends—and their best and worst examples.
(Although, frankly, it was hard to choose just one "worst" in some cases. There were so many Web 2.0 disasters! It was as though the rules of language had ceased to apply.)
Here are the trends and names that rose to the top (and sank to the bottom).
1. The Hookup
Sometimes two words are better than one—especially to convey a new way of doing things. Serviceable hookups can range from descriptive (Facebook, StubHub) to suggestive (LinkedIn) to evocative (Snapfish).
But if two words don't have a discernible relationship with each other—or the brand—it's a Random Hookup. And we all know how short-lived those are—in this or any realm.