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We've all heard the sad story of ExpertsExchange.com, where an unintended misreading turned out to be quite unfortunate for them.

What about if the company/product/domain name is fine, but if shortened to an acronym it is just as dodgy? People often acronymize long names...
E.g. Avid Security Software...

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3 Answers

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All publicity is good publicity. And nothing beats free publicity, even for the wrong reasons.

I think for my next venture I am going to start an online Fountain Pen store... And I think I will specialize in refilling and repairing Antique Fountain Pens! And I will name it....

HelpMyPenIsEmpty.com

Cant go wrong with FREE Supid Buzz. If you could, kim kardashian would be working at Hooters.

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LOLed more than once! Though the other answers also had good points, together with @Susan's comment on a different answer I think I'm accepting this as my answer... – AviD Nov 30 '10 at 12:56
Thanks Avid. I actually intentionally give one of my companies the acronym EAD, The company was short lived but called "Elecontric Ads Directory", My partner at the time found more clever words for the 3 letters. EAT A ****. At a minimum it was a fun inside joke between us and our team, and in a weird way was motivational just to be able to laugh at something stupid while working at 4 in the morning. Best of luck to you and of course your A.S.S – Frank Nov 30 '10 at 14:05
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It's bad!

ExpertsExchange actually added a hyphen in their name to try to prevent the misreading. They are actually: www.experts-exchange.com

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right, NOW they are. But that is (or was) the domain name, and misreading it is pretty direct. But what about the acronym? Its not like that will be the domain name, and we wont be pushing it... but customers may notice. (Of course, they might be amused by it, but I wouldnt count on it... :) ) – AviD Nov 25 '10 at 6:53
It sounds like you have already made a gut decision on this. Go with your gut! – Susan Jones Nov 25 '10 at 7:12
@Susan: I kinda like that acronym, but think it's probably the little boy in me, that needs to be restrained... – AviD Nov 25 '10 at 8:26
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If you are not going to use ASS as the company name, I personally don't think it's a big deal. You will probably shorten your name to 'Avid' anyway. And don't restrain the little boy! It's often when entrepreneurs allow their business to reflect their personality rather than be 'professional' that they create something of value that other people are attracted to and want to use. – Susan Jones Nov 26 '10 at 5:35
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Have a read of Jason Cohen's blog post, You're a little company, now act like one. (blog.asmartbear.com/…) I think you'll find it encouraging! – Susan Jones Dec 1 '10 at 6:49
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up vote 1 down vote

It's unfortunate and worth changing if it distracts from getting stuff done.

In the early '90s I worked for a company that, when founded in the '60s, was called PMS Corporation. Then, in the '80s folks began to understand and recognize Premenstrual syndrome as a real issue. And then the jokes started to the point of distraction. So the company renamed itself PMSC and later other varations.

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