This Band is Smarter Than Many Companies

Domain names are an important part of a brand and its marketing. It should be easy for a consumer to find a business online, and the domain name is one of the key considerations a business must make. Despite this, it seems that many businesses make domain names a lower priority than they should.

I read an article about a band called Sultans of String, and they seem to understand the importance of a domain name more than many businesses. Here’s an excerpt from a Coastal Journal article which discussed how the name of the band was chosen:

“You know, it is so, so hard to pick a band name,” McKhool said. “We made a short list of the five or 10 names that we liked and asked a bunch of people that we knew, and that one kept coming up as being fun as well as evocative of the kind of music we were going to play.”

But most important of all? McKhool says, when he and Laliberte were brainstorming band names, “Sultans of String” was available for trademark.

“The domain name wasn’t taken yet, which is the most important thing in the world in today’s day and age!”

As you might expect, the band uses for its website, and it looks like they registered the name back in 2006.

It’s too bad many businesses don’t have the same understanding about the importance of a domain name.

Elliot Silver
Elliot Silver
About The Author: Elliot Silver is an Internet entrepreneur and publisher of Elliot is also the founder and President of Top Notch Domains, LLC, a company that has closed eight figures in deals. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest. Reach out to Elliot: Twitter | Facebook | LinkedIn


  1. @Robert

    While no one doubts that short dot-coms are great to own, who on earth would guess (without knowing) that would be that band’s domain name? No one.

    In fact, that use ironically highlights the mistake that domain investors are usually cautioning everyone about, i.e., don’t have a non-intuitive domain name.

    I’m sure that the fans of that band are aware of how to navigate to their site, but I’m just sayin that acronyms aren’t always great to use for domain names.

  2. The best are those that are synonymous with ???: Tesla is generic to a genius failure the little guy was a “genius” the name was known.

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