Posted in Website Design Tips	August 7, 2006

By Kim Mateus , Managing Editor Mequoda Daily and Library

"Executive Travel Guide", or is it "eSkyGuide," or maybe just "Executive Travel"?
Owned by American Express Publishing, eSkyGuide should have the backing to do this website design right. But upon analyzing their site, we realize we don't even know what to call it.

Should we go by the URL? By the nameplate? The nameplate actually wasn't much help, because on the left side is one logo "ExecutiveTravel SKYGUIDE" and on the right side—in a slightly larger font but with the same design treatment—is another logo "ExecutiveTravel." Reading within the site, and the URL, lead us to think the brand is called eSkyGuide. Even deeper in the site, we found the title ExecutiveTravelOnline. So, which is it?

This might seem trivial, since they all contain similar words, but just go tease some Fortune 500 marketing executive about messing around with the colors or fonts of their logo and see how trivial they think it is.

We are operating in the online world where a Google search result can be killed with one wrong letter. Being specific about your brand name online is crucial.

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