When the founders of Tesla Motors set out to prove that electric cars could improve upon gas-powered vehicles, one of the earliest roadblocks they encountered was something much less grandiose.
They couldn't register Tesla.com because it was registered in 1992 by somebody else. The company registered TeslaMotors.com in 2003 instead, something that naming and branding experts say was a smart move.
"The main thing is that all companies, but especially start-ups who have a lower budget, should not be focused on the domain name. They should be focused on creating the most powerful brand name they can get and using a modifier if necessary in the domain," Jay Jurisich, CEO and creative director at naming and branding agency Zinzin, told CNBC.