We were going to launch a site called WordofMouthMarketing.org.
During the few months we were planning it, everyone kept saying WordofMouth.org — they kept dropping the word marketing. Even employees and contractors who were working on the project.
That was a problem. If our own team couldn’t get the name right, how would our customers find the site?
So we killed the project until we could get ownership of WordofMouth.org.
It was incredibly lucky that we caught the problem before we launched. We would have sent all of our confused customers to someone else’s site.
Lesson: Test, test, test any new name. You’re not going to know how it works until you start using it.