01.11.08
“Sterring” up name trouble
Ever noticed how certain sounds or roots have very specific connotations, even when there is no specific linguistic reasoning behind them? Of course, this is usually because of association with some other better known word or name. While it is not a generally true statement, a lot of “ster” ending names stir up trouble.
It all started with the association with mobster I believe. At times, Teamster also had many bad overtones. So when Napster came along it just seemed like crookery to me from the start.. especially because it is almost Nabster. And then came Grokster. An awful name with awful connotations for modern electronic mobster shanningans.
So be careful if your new name ends in “ster” even if you are trying to imply you are a group of people trying to achieve something.
And if you are stupid enough to pay millions for a highly tainted brand name like Napster and try to make it legit - good luck to you. What are you buying? Sure the name awareness of many people.. but people that are aware it stands for free or stolen goods. It is a lot easier to introduce a new name to the proper cash paying public than to change the minds of hoards .. especially when they have satisfied their darkest desires on the old offerings. Unless of course your whole management team are all techies and don’t get consumer marketing.
We do notice that the cat nabber logo endures.. even though they are trying to make him a little friendlier, even though the design is very similar to the old 
devil face.
On a more positive note, perhaps Friendster will break the cycle here… although they sure have had their ups and downs and really only make money from their adult alternative lifestyle sites - which was surely not the original business plan.
