The Ecosystem
The judgement on domain names is systematised, not one person's taste. It is instrumented across a dataset and delivered at every level of commitment.
Every property is an instrument or a piece of thinking.
Grails
More than thirty self-serve tools for diagnosing your own name. Score it on distinctiveness, phonetics and first impression, benchmark it against how your sector names itself, and model what the wrong pick costs over five years. Built on data from more than eighty thousand funded companies.
BrandTax
Shows you who else shares your name online and what that sharing costs you. Six scored dimensions, from recall to trust to search, rolled into a single percentage. Think of it as the brand tax your domain is charging you.
What Do They Know That You Don't
The book behind the method. How domain names actually work as business assets, and what the companies that get this right understand. Free to read as a PDF.
SmartBranding
The podcast and publication. Interviews, real domain upgrade and rebrand stories, and practical guides for making informed decisions about your brand.
RoastMyDomain
The class clown of the ecosystem. Type in your domain and get gleefully roasted in seconds. It is free, it is instant, and it is not a diagnostic instrument. It is a joke that occasionally lands uncomfortably close to home.