Category Archives: Brandables

Brandables, Keywords & Companies

One of the most thoughtful domainers we see these days is Keith deBoer, and when his columns appear on DNGeek I always stop to read them — they’re always good. Yesterday’s post, concerning WealthFront and its list of most-desirable companies,  was extremely relevant and interesting — and the list itself gave me a (nice) surprise, because a name we sold to the present owner is on it: Ipsy.  

The WealthFront list is something I’ll continue to examine. Not only are the company names themselves significant, but the type of business they’re in is vital to keep alongside the names — Meaning matters. These end users represent probably the best (and most lucrative) way the term could be applied.

On the WealthFront list, I noticed that there are some plurals among the names. Mostly they were “networks,” “systems,” “technologies,”  “sales,” “labs,” — which may need to use a plural to indicate the breadth of their work. It would be a small outfit indeed that did lots of research but had only one lab, for instance. However, there is always “language lab” or some other conceptual lab which would prefer to use the singular.

But other strong words such as studio vs. studios — it’s hard to say if the singular is stronger or not without knowing the rest of the domain. Another example might be engine vs. engines.

**Considering our own past sales, along with Keith’s Y Combinator keyword lists, we might compile our own list of best keywords. I notice “ware” is not on his lists. This is probably just coincidental.

An Industry That Uses Lots of Brandable Names

Recently, several ads for pharmaceuticals have jumped out at me during researching other things, and I was struck by the odd names these drugs had. Each was using the .com for their website.

The names were,, and All brandables, all kind of strange.

The first and second ones are owned by Bristol-Myers Squibb, registered in 2012 and 2009 respectively. The third name is registered by Michael Freed of

On the home page of is a notice about another one: Onivyde, an oncology drug they’re marketing, now available in certain countries. Their website is A related name is Provyde, the name of their service that helps people get the drug if they cannot afford it; they do not appear to own that domain but have a trademark on the name.

While pharma companies sometimes will use a name that hints at aspects of the substance or simply combines portions of the ingredients’ names, they obviously have a wide range of choice in whatever name they choose for their product. (And of course different countries later will likely carry varying brand names of the same drug.)

In other words, these are all made-up names. They may not need to be catchy. In fact two of these examples are serious cancer drugs and aren’t likely to become household names. The website contains information aimed at physicians, not the public. (On the other hand, other drugs WILL become household names.)

Some names are deliberately chosen so they don’t sound like other things, but is it necessary for them to be a mouthful like Yervoy? Why should they buy only some twelve-dollar, not-so-great names found in drop auctions? Perhaps we should all list our more easily-pronounced brandables for the benefit of this industry.

Here are some of our best ones that sound like pharma names but we have lots more: