Saturday, December 8, 2007

amfam.com

Bad URL

I'll let the fact that the URL is in all lower case and at the bottom of the billboard slide on this one. Instead, I want to focus on why they chose amfam.com. American Family Insurance has been in business for 80 years. That's almost a century devoted to creating a brand name that stands for something. I can still hear their jingle in my head... "American Family Insuuuuurance." Now they expect us to think of them as AmFam. Not happening. Aflac already has a strangehold on 2 syllable names of insurance companies starting with "A."

2 comments:

Noel Green said...

At least you can still GO to "AmericanFamilyInsurance.com"... though it will take you to that silly URL.

This was probably done because they don't feel like people will want to type in a long URL... one of the stupidest reasons ever not to have (as you pointed out) your well branded, culturally ingrained name as your URL.

There's nothing quite as annoying as someone saying, "We're the Downtown Association of Grocers... our URL is DT-AoGR.net... we wanted it to be easy to remember."

WHAT?!?!

(that's not a real URL btw.)

Plus, you type it in once and then it's remembered.

Gethappynow.org said...

Wow! amfam.com, that's just dumb.