I had a few reasons for wanting to move away from the
www.techtalkforums.com domain name. The primary reason being that it was very long-winded and confusing. Many people couldn't even remember the site title - techtalk.com ; talktech.com ; techtalkforum.com ; talkingtechforum.com ; etc. That definitely hurt any branding I tried to do to the site. Another problem with the name was that it reminded people too much of tech support - the name didn't seem reminiscent of programming or web dev forums. For that reason, techtalkforums.com now points directly to, you guessed it, our tech support category.
I then stumbled upon an article somewhere about how the new wave in site branding and corporate branding was to avoid keywords in the name. For example, the best way to market your name, is to have something that, alone, has no meaning - but over time, it gets associated with you and only you.
The following is an excerpt from an article over at:
http://www.howtoadvice.com/DomainBrandingLet me ask you another question: why there is Coca-Cola instead of Candy Water or Mercedes Benz instead of Comfortable Car?
The domains like Amazon.com, Overture.com, Google.com, eBay.com or even GoDaddy.com are perfect examples of what direction you should move. My-Cool-PPC-Search-Engine.com or BestOnlineBooks.com are the worst examples of the domain names you can ever imagine.
Answer another question. Does your domain leave some "taste" in the minds of your visitors, or it is "just another one" name? Does your domain as well as WS transfer any hidden or obvious message or is it "flat" and simple as a log? Remember: your branding policy of the WS and Domain name should provoke emotions, thought, curiosity or desire. PayPerClickSearchEngne.com is pay per click search engine. I know that, you know that, what next? Overture.com tries to make your subconscious imagination work. It has unique abstract inner meaning. Wake me up in the middle of the night and I will tell you that Overture is the best PPCSE, despite the fact that Overture's meaning has very slight connection to what a PPCSEs really are.
Point of the matter being that I have actually read lots of other articles describing the same thing. Now why daniweb.com? Because it's me, first of all. But people don't need to know that. My goal is to market "daniweb" as a single word with one meaning - a computer forum. People don't have to know that Dani is the admin over at DaniWeb or that she is really a Danielle. They just need to know "daniweb" is a site. Better yet, "daniweb" is an I.T. forum with a community-oriented atmosphere. And that is where I would like to be headed.