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Ask HN: Would you build a startup with "LOL" in its name?

15 points by jessor ↗ HN
Hi HN folks,

we're in the process of finalizing an idea for a bootstrapped startup. Today, finding a nice name came up. As we're headed for a pretty crowded niche, we're looking for something with strong branding potential. While brainstorming, "lol" has come up.

Our name would consist of what we do, prefixed with "lol". So, if we were to do an email service, our name would be "lolmails". In our particular case and context, it would be an awesome fit and definitely help attracting early adopters.

We're sympathetic to the name, but a little bit afraid that we could frighten more "ordinary" customers who might have bad associations.

What do you think?

25 comments

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dstein
If it's a b2c product (lolchat, lolcards), then yeah you can get away from it. But if it's a b2b product then probably not -- unless it is a ridiculously innovative lolcode application server.
sabj
Pretty much totally agree here.

I would be 75% OK using a service with such a name, but you would alienate some people for sure. Keep it in reserve, but might be worthwhile to keep thinking about some other names, too. You don't want to limit yourself based on your brand.

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ams6110
Any name that is not completely bland will alienate someone. I will refuse to even consider any app with "Twit" or "Tweet" in the name. But I'm not their customer anyway. A name that is appealing to your target customer is probably better than a generic one.
jessor
It's primarily b2c, but website/webapp owners will have the possibility to embed our service to add value for their users.
znt
Well there's Lolapps (http://www.lolapps.com/), they have closed about $ 4 million investment if I recall correctly.

But they don't use that name to market their products, instead they create social games and market each product seperately I think.

StavrosK
Only if you make lipops, I guess...
code_duck
It depends whether this fits your target consumers. Basically, decide whether this fits your branding. Is your startup's product intended to appeal to young or whimsical consumers? Are you portraying a refreshing, lighthearted attitude? Is it related to humor in some way?
Hoff
In an interview some years ago, director John Hughes (and I wish I could find a citation) commented that the (made-up) slang he incorporated into his dialog was expressly invented to keep the movies fresh (longer); that (real) slang tended to quickly become stale.
slig
I remember reading the same thing about "The Clockwork Orange".
pcowans
I can't really see you getting a lot of useful advice unless you're able to give details of the product and market. Any branding decisions are going to be completely dependent on those factors.
jessor
You're probably right. I'm not protecting the idea itself, but with more information on the subject one could quickly squat the domains which we're not able to reserve just for fun right now.

All other domains with names we've come up with have been taken.

loumf
Cisco is currently using something like "redefining LOL" in their ads -- they definitely target B2B, so if it's not too edgy for Cisco, then I can't see it alienating "ordinary" customers. In fact, it's evidence that it's not edgy enough to attract early adopters.
stoney
It's one thing to put it in your apps, which can be updated when they get tired, but if you put lol in your name you're pretty much stuck with it (or facing an expensive rebranding exercise)
jcapote
Go for it. It's a filter, do you really want people who think twice about a "lol" in the name using your software anyway?
makeramen
NO.

My concern is that instead of coming up with a better name, you're here asking if "lol____" is acceptable, which says something about your ability to come up with good branding ideas.

For me, this would immediately fall under the category of "if you have to ask, you probably shouldn't do it" ... unless of course you have a really good reason, but then you wouldn't be asking.

So without more information on what exactly the proposed name is, and what amazing product your startup is promising, I'm going to straight up say no.

eccp
I was thinking the same, but then I thought "What if this guy is building a competitor to www.icanhascheezburger.com ?" maybe on that context it would be appropriate.
makeramen
then he wouldn't be asking, and LOL would probably be in at least 30% of his brainstorming ideas...
danielhodgins
People may or may not respond to your favorite name choice. For this reason, Tim Ferris tested 15 different book titles with Google Adwords when determining the title for 4 hour Workweek. Why not test 5 - 10 names with simple Google Adwords and Facebook ad campaigns to see which name(s) resonates the most?

You could use metrics such as: # clicks, click through rate, and # of email sign ups to help determine the winner. Make sure your landing page(s) are very, very well written and beautifully designed in order to encourage sign ups.

jaekwon
how long has lol been around anyways? I know it's been around for at least a decade. longer?
niico
Why not?

Startups are cool.

I believe to build a startup need a special kind of attitude. This could be reflected on the team activities, way of work, office feel and look and of course... the name.

My opinion. Go for it. If that's your favorite option, go for it.. all the way.

My best hopes from South America ;)