Behind the Brandable Keyword: Ninja

Officially a ninja is some sort of highly trained guerrilla warrior or mercenary in medieval Japan. In modern day however ninja are mostly seen as a myth that derives from a combination of old folk tales and modern day popular culture. For those of you like me, who grew up in the 80s your association with ninjas is most likely one of the awesome guys on the right or Yoshimitsu from the fighting video game franchise Tekken.  During the last few years, however, the word Ninja has been synonym with a range of mostly positive characteristics such as agility, stealth & camouflage, control, mindfulness and zen-like calmness.

Because of the positive connotations company names ending or starting with Ninja have become increasingly popular over the past few years and quite a few of these newly founded companies have grown into successful start-ups. (more…)

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Name Ninja says “79% of startups may be using a “risky” domain name”.

I just received an email from domain name buyer broker Bill Sweetman about the technology and startup conference Collision that takes place in Vegas next week. Bill his company, domain name consultancy Name Ninja has analyzed the domain names of 491 startups attending the upcoming startup conference and has published the infographic below that summarizes the results of its analysis. I personally am a strong advocate for short, easy to remember and pronounce names and agree with most of the companies findings but Name Ninja’s view that anything else besides the exact match .com is considered less favorable is slightly controversial as we see a large number of companies without the exact match .com or alternative extensions such as .co or .io raise significant rounds of funding and/or being acquired these days.


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