A quick note on basics

You’d think people would have got the message by now. The Internet side of your marketing is part of your digital identity and needs protecting. So if you’re going to set up and attract a load of publicity you need to get it straight. You don’t want to forget to register your name and find someone else has read the stories about your company and bought it from under your nose, as this company did.

I’m reminded slightly of the occasion in 2002 when PriceWaterhouseCoopers Consulting relaunched itself under the name Monday. They spent about £7 million on the rebranding and put a website up explaining the change; they called this website introducingmonday.com. Unfortunately they overlooked the introducingmonday.co.uk name and someone else bought it and lent it to the satire guys at B3ta. They put a silly video up with a song called ‘We’ve Got your Name, la la la…’

That was embarrassing at the time. For someone to make the same basic mistake this many years later is plain daft.