The challenge of chosing your www.NAME.xxx

In one of our e-Marketing classes, some one month ago, we faced the challenge of chosing a new web adress for a ficticious product called Gogiberries. When trying to find an adequate name, every team thought in diverse variables and came with an original (and available in the Net) name. Some of the teams found appealing the idea of a name easy to recall as gogo.com; some others tried to link the name with the product itself with a name as gojiberries.com; and some other just try to find some original names Gojizilla.

We don't know what would be the most successful name if launching the product to the market. However, we are aware of the possibilities Internet allow us. For example, we can buy more than one domain and re-direct all them to the same Webpage. In this case, we could build only a webpage but try to attract young segment with Gojizilla.com and more care-about-benefits people through gojiberries.com. Some years ago, in the end of my high-school, I did a research about brands and I found that a lot of experts stated that most successfull brands must have between 4 and 6 letters (with as much vowels as possible); that's mainly because is easier for people both to say the name of the brand and also to recall it and store it into the brain. The most common example given by researchers is Adidas.

However, I ask a question to everybody: Do we have to care nowadays about how easy to write and to say is our Web Adress? With search engines and linked pages, is it still necessary to have short and easy-to-recall names?