You might expect it to be a social-networking site for C students. But you'd be wrong: Dimdim is a business-to-business company that provides free online meeting services. Its competitors include WebEx, LiveMeeting, and GoToMeeting.
And company honchos didn't just throw darts to pick the company name. As founder D.D. Ganguly explains in the Dimdim blog:
We sat down with 18,000 domain names and promised ourselves that we would not leave without naming our company. We set 5 simple rules:
1) The dotcom domain name must be available
2) The name must have high recall
3) The name must be international
4) The sound of the name must translate without ambiguity to its spelling
5) The spelling must translate to unambiguously to its pronunciation¹
Five hours later we named the company Dimdim.
Diane Prange's comment: "Eighteen thousand domain names and they picked Dimdim?"
But let's take a serious look at those "five simple rules." Notably absent is any mention of "communicating what we do" or "expressing our mission" or "suggesting our primary function." Even if "Dimdim" had no pejorative connotations, it wouldn't have any positive ones, either. (Unless you consider sounding like a Filipino nickname a strength. Which of course is your prerogative.)
I can't help imagining being hired as a naming consultant for an ambitious young company that arranges free web business meetings. I do my research, I pound out thousands of names, and I arrive at the presentation and recommend ... Dimdim.
I'd probably get a bonus. And a standing ovation. Don't you think?
¹Sic, and no, I don't know what this sentence means.