Naming

DealExtreme.com -> DX.com = waste of money

DealExteme is a Chinese based gadget web store. Al products are made in and shipped from China. Shipping is for free and prices are amazing. Personally I ordered some camera equipment, like remote controls etc here.

When I was visiting DealExtreme  I noticed a big banner on their site:

I know what the folks at DealExtreme must have been thinking… we have a great website, we are selling well, we have a reputation of delivering cheap gadgets with free shipping but we want to make it even more easier for consumers to find us, so … we buy DX.com and rebrand DealExtreme to DX.com, we cannot go wrong!

Unfortunately you do go wrong because “DX” are just two letters that do not mean anything… Let’s imagine the following conversation:

  • Wow, where did you buy that amazing gadget?
  • I bought it at DX.com
  • DX.com? What is that?
  • O, it is website with great deals from China

Versus

  • Wow, where did you buy that amazing gadget?
  • I bought it at DealExtreme.com a Chinese web store

The latter makes of course much more sense as the brain does not need to figure out the meaning of “DX” and in word of mouth it does not need explaining. Abbreviations are simply not a good idea: you want people to remember your name… not your abbreviation.

 

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