Me and my fellow authors Andrew Davis, Josh Miles and Todd Wheatland tackle another site offering Unsolicited Advice.
This time, we look at the site of the law firm Morrison Foerster, with the suggestive domain MoFo.com.
Special props to development firm Synotacwho designed the competing site I used in our “Competitive Advantage” segment.
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Brian,
Congrats on winning this episode of Unsolicited Advice… nice work – always be converting!
= Drew
Andrew, good program.
There is confusion about an important branding matter, however. When you refer to the law firm’s “brand name”, you reference their domain name.
How do you reconcile the distinction?
Perhaps “brand name” is the wrong phrase. For me, the domain name choice says something about the company. The company name is Morrison Foerster. The “Brand” is MoFo, which is short for a pejorative. The brand is what we hang our impressions on. The brand has to be memorable.
Salience = Relevance x Frequency
Large brands use big ad budgets and repetition. Brands like Morrison need to bump the “relevance” variable. Humor and attitude is one way to do that. Mofo.com + their community contributions makes for an interesting and salient brand message.