Branding · Marketing

Brand name recycling

Francis Pilon CEO at Keiro / The Jibe

June 30th, 2013

FDers:

I was working on a previous startup that has now been dead and buried for a few months. However, the name (and domain, social media accounts, etc.) would potentially be a good name for a product I am currently working on.

What are your thoughts on recycling that name? How long should I wait before using it again? What would be your recommended steps to erase traces of the previous name - business/market association?

Thank you.
Francis

Jeff Lehmer Cofounder in charge of Software Development at Vivos Software

July 7th, 2013

The typical startup is lucky just to be noticed.  If you only had thousands of users (or less) then no one will care.  If you had millions of users then you will obviously have to deal with a certain level of customer confusion.  Even then it is worth continuing if the domain and associated properties are really that valuable.  I think the only thing holding you back would be legal and ownership issues with your previous partners.  If this isn't a problem then I can see no reason not to proceed.

Anonymous

June 30th, 2013

If the same people are involved, you could consider it a pivot. Otherwise, depending on the traction the dead startup ever achieved...well, maybe no one will notice or care. It's your property, I say go for it.

Michael Brill Technology startup exec focused on AI-driven products

June 30th, 2013

People have short memories... use it. Your online marketing efforts should push old references down pretty quickly as well. This assumes things didn't end really badly and publicly the last time.

Francis Pilon CEO at Keiro / The Jibe

June 30th, 2013

Thanks for your input, Cynthia.

Francis Pilon CEO at Keiro / The Jibe

July 8th, 2013

Hi Jeff - Thanks expanding on Cynthia's comment.


Francis Pilon CEO at Keiro / The Jibe

June 30th, 2013

Valid points. Thanks for your input.