www.pexotera.com

www.pexotera.com has the feel of a made-up brand name from the software or startup world, and that can work well when the company wants a clean slate. By our assessment, it sits in the broad digital-services category, where a short invented name can be easier to own than a descriptive one. The strength is flexibility: the brand can be attached to many kinds of products without sounding cramped. The trade-off is that nothing in the name tells a user what the company actually does, so the site has to do all the explaining. In practice that makes first contact depend on the landing page, the copy and the visual structure rather than on recognition. Compared with plain-name competitors, it is more brandable and less self-explanatory at the same time. www.pexotera.com is the sort of company where the story comes from the product, not from the label.