Do It! Marketing Blog: Marketing for Smart People™

Do It Marketing - What's in a Name?

DoIt Marketing do it marketingAs a marketing speaker and marketing strategist, clients regularly ask me about the topic of company naming. And, naturally, people would like some free ideas for company naming, so for those folks, you can pop right over to this post

I'll wait... 

Oh, good - you're back!

The next question they ask is, "David, you've got a great company name in DO IT Marketing  (alternatively spelled DOIT Marketing or doitmarketing which is not correct but that's OK - you're cool)... how did that name come to be? 

Well... here's a confession. I'm sort of a company name change freak. Or I was very confused as a young child. Or I get bored easily.

Since 2001, when I started my entrepreneurial adventure, I've changed my branding more than is wise. Before DOIT Marketing, the company was known as UNCONSULTING. 

When I changed to that name, I took the opportunity to poke some fun at myself. After announcing the change to my email subscribers and all my current and past clients, I "hacked" my own website and replaced the content with some BIG graphical billboards.

These made it look like some goon squad named UNCONSULTING had replaced all the blah-blah-blah marketing copy that you typically find on most marketing firms' websites with a wild-eyed manifesto for marketing revolutionaries. 

Here is just one of about six that I created before the launch of DOIT Marketing

doit marketing unconsulting

People LOVED it. It was contrarian, startling, and funny.

A current example of this is the good people over at Also, very funny - and people share that link and tell their friends and colleagues. 

The problem is - people can't tell if it's a gag or a real consulting firm... 


So they don't buy...

BIGGER bummer. 

And that was the same problem I had with UNCONSULTING. People chuckled - but they had no idea what the hell it was or why they needed it. And the clue was - they didn't need it. Why? Because I was articulating what I was the OPPOSITE of - like the Uncola - not what I was. 

So we changed it to DOIT Marketing almost 5 years ago and the difference has been profound. 

It says what it is - Marketing

It gives you a feeling - action, movement, and getting things DONE.

And it's a handy acronym for a small business marketing philosophy that is systematic, approachable and repeatable:

DOIT Marketing means Define - Organize - Implement - Track. 

There's even a handy dandy visual with a clear explanation of these four phases right on the DOIT Marketing professional services page here

So the next time YOU are faced with (re-)naming your company, your products, your services or your brands, don't be clever - be smart!

What do YOU think? 

Use the COMMENTS area below to share your advice, insights and experiences on this topic...

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Tags: marketing concept, marketing coaching, small business marketing expert, branding, marketing consultant, small business marketing, doit marketing, do it marketing, small business marketing speaker, small business marketing coach, naming