Clusty, Vivisimo, and branding

My friend Stephanie West Allen posted to a list we’re both on about a cool new search engine:

Take a look at

http://clusty.com

It finds clusters. For example, for those who have articles published all over the Internet, it will cluster the articles so you know where each is published. Lots of other uses. Another example: I bet it will be helpful to those who do online genealogy research.

Have fun.

So I read this announcement about Clusty, and I said to myself, “Self, you know this sounds just like Vivisimo, which has been around several years. You ought to let everyone know about it.”

So I decide to go to Vivisimo.com, just to make sure it’s all in good working order and that I have the spelling right. Meanwhile, I’m thinking to myself, “Self, I wonder why Vivisimo never took off? It was so cool!”

And the answer came back, clear as a bell, “Because their name is much too long, unmemorable, and unspellable to be a good brand for a search engine.”

I get to Vivisimo, and what should I see but the big headline:

“Vivisimo launches Clusty”

HAH!