Identity arbitrage and the power of brand naming
The name you give your company is the single most important marketing decision you will ever make. I've said this so many times that people think I'm exaggerating — I'm not. When I advised Charlie Houpert to rename his company to Charisma on Command, he lost Google rankings from the redirect and still saw dramatically better conversions. Why? Because the name told you exactly what you were going to get. I used identity arbitrage to enter the mainstream business market under my real name while applying the exact same marketing systems I'd built as David DeAngelo. The expertise transferred — the reputational context didn't have to. I love alliteration for this reason: names that stick in memory do half your marketing for you before you spend a dollar.
Relevant Clips4
- Answer
Pagan's Virtual Business — 80-Person Remote Company Since 2001
Pagan executed a strategic identity arbitrage, using his real name to enter the mainstream business market while applying the exact same marketing systems he perfected with David DeAngelo. This allowed him to leverage his expertise without the reputational baggage.
- Answer
Charisma on Command Conversion Lift After Renaming
Despite losing Google search rankings from the redirect, Charlie Houpert saw much better conversions after renaming his company to Charisma on Command following Eben Pagan's advice.
- Answer
Alliteration Makes Company Names Stick in the Head
Eben Pagan loves alliteration because it helps company names stick in people's heads and makes them more memorable.
- Answer
Why Your Company Name Is the Top Marketing Decision
According to Eben Pagan, the name of your company is the most important marketing decision you will ever make.