After Doug Williams expanded the family diamond business online, he realized he needed a name to stand out among the many family names crowding the category. His first attempt, Internet Diamonds, explained the proposition but lacked the allure and romance important to selling jewelry in any venue.
Be colorful. Color never fails to bring energy and memorability, and it is almost always worth exploring. In the crowded and intensely competitive online marketplace, Blue Nile stands out, fresh and bright.
As old as the marketplace itself, the consumer products category is perhaps the most crowded and well-trodden space to carve out a new idea. In this domain, getting your name to stand out is as important and perhaps as difficult as developing the right product in the first place.
Some Consumer Brands We've Named: