(One of the posts I wrote on my Swell 24.7 blog in my previous life as a gift store owner in the busy tourist town of Provincetown on Cape Cod; posts that are grouped here under the category What Else Is Swell?, and are generally about life in Provincetown, life as a retailer, our fabulous dog Jack who sat outside the store for well over a decade, and other random things that grabbed me at the time.)
Flattered as I am that an international magazine would be threatened by our website/blog/Facebook/Twitter/etc. presence on the internet, it sucks that we have to change our name. Back in March we got a 2 page cease and desist letter from an attorney for a magazine. We paid a pretty hefty fee to have an attorney in Boston send them back an 8 page letter. This week they hired a bigger law firm and sent us a 12 page letter.
Fine. OK. Your pockets are deeper, your stomach is stronger, your letters are longer. You win.
So...we need a new name.
And we'd like your help.
And we'll reward you.
Yep, there is a $100 gift certificate for the store or the website to the person whose suggestion we use. (Small print: you have to be the first person to suggest it - if 8 people all say the same thing you won't all get the prize; we are in a recession you know.)
The SWELL part we can keep; which is actually rather swell because that's the part I really like and often use in sentences (such as this one). I'm kind of attached to it either rhyming with SWELL or begining with SW, but I recognize that it's good to break away from one's attachments sometimes and I'm all for personal growth so I am totally willing to consider options that don't do either of those things. But I don't want anything Provincetown or Cape Cod in it; the site needs to resonate with people further afield than here.
We've brainstomed a few things amongst ourselves. Obviously SWELLVOGUE, SWELLVANITYFAIR and SWELLNEWSWEEK were top of our list but we learn from our mistakes and are not going there (so the more reasonable choices of SWELLTIME and SWELLLIFE are out too). A friend suggested JUSTSWELL which I really like but someone owns justswell.com, even though they are not using it. Same problem with SIMPLYSWELL. And with SOSWELL, although I don't love that anyway because you might read it as SOS WELL, and that could lead to all kinds of health or emergency related mix ups. SWELLHELL is available as a .com but as well as not being very enrolling Hell is, as my friend Sally said, where all the attorneys end up so they'll issue a cease and desist much quicker than the magazine did. Way back when we went through the naming thing for the first time we came up with SWELLSWAG which I totally love, except for the part about swag meaning stuff you've been given for free which is somewhat opposite of what an e-commerce site is trying to accomplish. (Also, in the UK it means stolen stuff; really not the image we want to nurture.) And I never really liked having 'online' in the actual website address so it would be super dooper, swell even, if it was a name that is available as a .com without an extra word in it.
It took us weeks, maybe even months to come up with Swell Dwell, but I don't have that time now. We have an ad in a magazine that goes to press on Monday and I'd rather not use a name that will have changed by the time it comes out, so it would just be ever so swell if you could come up with something in the next day or two.
So chop chop, get to it, creative thinking caps on and post your thoughts on our Facebook page or via Twitter, leave a comment here or just email me at firstname.lastname@example.org.
You can browse our web site for inspiration, and plan how to spend that $100 while you are there.
Want to know how all this turned out? Read this post, written 3 weeks later.