It’s not nice to tell our branding folks that their work sucks, but sorry, it’s so obvious now that I just can’t pretend to like it. Dare Obasanjo’s post demonstrates what’s wrong very well.

We need names that are:

1) Consistent.
2) Simple.
3) Easy to tell a friend (Try saying Windows Live Local five times really fast, for instance).
4) One word that’s less than eight characters (Google wins!)
5) A domain that we own. Spend the money if we don’t have it.