I’m a firm believer that in today’s hyper-competitive marketplace, we need clearer, more definitive marketing and branding.  Using a crazy baby-name for your company (Mebo, Tada, Yoku) doesn’t tell ANYONE what your company does.  Saying your project is in “beta” is just another way to say “We’re lazy and didn’t get the full project out in time.”  The words “new paradigm,” “web 2.0″ and “new model” are meaningless to regular people and only speak to an industry-based audience.

Now, I realize a brand name is merely a word – the stuff BEHIND the name is what defines a brand.  However, this rule goes by the wayside when EVERYONE is using the same crazy terms without any regard to what they really mean.  This confuses the casual consumer – the person you ultimately want invested in your business.

If you truly want to stick in the conscious of the consumer, you need branding and messaging that is honest and straight forward.  Avoid hype-driven nonsense.  If the majority of new start-ups are doing it, chances are you’re better off avoiding it and finding traits and terms that arise organically from within your organization.  I recommend conducting early focus groups with potential consumers and let THEM define your brand message.

And for the record…this post is most certainly NOT in “beta.”