When It Comes to Naming Your Startup, Simple Is Better

Doostang? Thoof? Tech companies move from bizarre to brand-friendly

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Ever hear of Doostang? Probably not. The careers site, born during the Web 2.0 era, ended up as a poster child for oddly named digital companies. Its Wiki page reveals that the name was loosely based on the Latin phrase "dos tango," translated as "I reach for talent." Even with its weird name, it managed to attract $5.8 million in funding up until 2011 when Talent Inc. acquired it. But by late last year, its social media presence disappeared, and more recently our attempts to find someone to talk to there failed.

Ironically, the company's bizarre name may have turned out to be its most lasting influence.

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