That may be what the CEO of the Newark Nut Company did.
According to an article in AdAge written by marketing guru Al Ries, the company recently paid a lot of money to purchase the URL nuts.com because it sounded more respectable than their current address, nutsonline.com, did.
The result was a drop in traffic to his site that the company has still not recovered from.
Ries points out there is a reason Amazon.com isn’t called books.com and that google isn’t called search.com, “The objective of a branding program is to create a name that stands for a specific product or service. That’s difficult to do with a common name that stands for a class of things, rather than a specific thing.”
Keep that in mind the next time you have to name a new feature on your show. I know picking a name can be frustrating and quite often someone will say something to the effect of, “let’s just call it what it is,” but that might not be the best choice.