The Rise of Abstract Brandables: Why Made-Up Names Like 'Spotify' and 'Zillow' Are Conquering the Market: Why are startups moving away from generic keywords? Discover the power of "Brandable
Domains"—unique, invented words that offer trademark safety and blank-slate potential. Keywords: Brandable domain names, naming a startup, abstract business names, trademarkable domains, creating a unique brand identity, Zillow naming strategy.
In the early days of the web, the strategy was literal. If you sold books, you wanted Books.com. If you sold pets, Pets.com. But as the internet matured and millions of trademarks were registered, a new problem emerged: Availability and Liability.
Enter the era of the "Abstract Brandable."
These are domain names that, on the surface, mean nothing. Words like Google, Zillow, Spotify, or Kodak. They are invented vessels into which meaning is poured through marketing. For investors and founders, this category represents one of the most exciting segments of the domain market.
The "Empty Vessel" Strategy
Why would a company choose a name like "Zillow" over "RealEstateData.com"?
Trademark Safety: It is incredibly difficult to trademark a generic term like "Real Estate." It is very easy to trademark a unique word like "Zillow." This legal protection is vital for companies planning to go public (IPO).
Global Pronunciation: The best brandables rely on "CV" structures (Consonant-Vowel). They are rhythmic and often easy to pronounce in multiple languages (e.g., Sony, Lego).
Search Uniqueness: If you name your company "Summit," you are competing with 10,000 other businesses named Summit on Google. If you name it "Summify," you are the only result on Page 1.
The Anatomy of a Premium Brandable
Not all made-up words are valuable. A random string like Xqkzj.com is worthless. A premium brandable follows linguistic rules:
Suffixes: Adding -ify, -ly, -io, or -ia (e.g., Shopify, Discordia).
Blends (Portmanteaus): Combining two words (e.g., Pinterest = Pin + Interest; Instagram = Instant + Telegram).
Misspellings: Deliberate stylization (e.g., Lyft, Flickr).
Valuation of the Abstract
Valuing these domains is harder because there is no search volume data. The value lies in "Phonetic Appeal." At Domavest, we evaluate brandables based on the "Radio Test" (can you spell it after hearing it?) and "Vibe." A name like Novara sounds luxurious and pharmaceutical. A name like Kazoo sounds fun and childish. Matching the "vibe" to the right industry is where the profit lies.
Conclusion: While keyword domains capture existing demand, brandable domains create new demand. They are the blank canvases of the digital world. For a visionary founder, an abstract domain is not just a URL; it is the first step in building a global empire.