Why Wesabe Lost to Mint
He doesn't give the name element enough credit. It's <i>huge</i>. Mint is one of the two examples I give of best brand names ever.<p>Not kidding. <i>Ever</i>. Silk Soymilk is the other example I use.<p>Mint's a killer brand name, I think it'd be literally impossible to beat Mint on natural branding in personal finance, it's the most perfect name I could imagine. It has double, good meanings - "Mint" as in a place where coins/money are minted, and of course the plant/candy. Then the plant/candy is associated with being fresh, clean, safe, and it's colored green, again like money.<p>It's just genius. It's also only four letters, easy to remember, relevant, and they got the domain name for it. It's really, really good. The only other name so good is "silk soymilk", for basically all the same reasons. (soymilk -SoymILK - easy to remember, silk is clean/smooth/elegant/upscale, four letters, hard to forget, etc).<p>Seriously, Mint might be the best named/naturally branded online company ever. I'm not joking. If I ever had to do a lecture on naming and branding, I'd 100% for sure use Mint as an example.