You know what they say about a rose by any other name. But Bill Sweetman doesn’t believe it. He thinks calling a rose anything but a rose is a major marketing mistake.
Suffice to say Sweetman both knows and enjoys names, especially in the online context. A domain name strategist, he’s the president and "lead ninja" at Name Ninja, a Toronto, Ontario-based boutique domain name consulting firm. Besides giving him the opportunity to enjoy a badass title, 18-month-old Name Ninja gives him a chance to indulge a longtime obsession with names and naming.
He said he’s amazed at how many companies "still fumble the ball" when it comes to having a coherent domain name strategy … and "wants to throw up" whenever he sees a big brand promoting itself using a Facebook URL instead of its own domain name.