Shane Bellone Launches Fish Stick Branding Firm
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Shane Bellone Launches Fish Stick

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While catching up with Shane Bellone a week ago, I learned that he was in the final stages of launching a new branding firm called Fish Stick. Although he originally acquired the matching FishStick.com domain name with the intention of reselling it, Shane decided it is the perfect, memorable brand name for his new business.

After a soft launch last week, Fish Stick is now open for business. The company offers a variety of services ranging from full corporate identity packages to ongoing brand management. According to Shane, the plan is to “inject ourselves into a client’s company, distill what is unique about them, and craft it into a persona that consumers can identify with.

Domain names will likely play a minor role within the company, although it will be a value added service rather than a main focus. For instance, if a client needs a particular domain name for a project or their business, Fish Stick will be able to help them with that. Shane previously worked as a broker at Flippa, and that experience will likely help him with these client domain name acquisitions. Shane plans to continue to invest in domain names, separately from his business.

I asked Shane to share why he decided to get into the branding space, and here’s what he told me:

“I personally believe that traditional advertising is dead. How many advertisements do you see per day? Hundreds. How many of them define you? None. Simply put, ads have become intrusive and actually detract from our lives.

Brands — on the other hand — sit quietly in the background. A strong corporate identity not only influences purchasing decisions behind the scenes but also defines us as people. Mac or PC? Dunkin’ or Starbucks? These seemingly insignificant details dictate the way we are perceived, both internally and externally.”

Despite Shane’s background in the domain space, domain investors are not the target audience for Fish Stick. “My primary target audience does not consist of domainers,” Shane told me. “Fish Stick will pick and choose its clients carefully. We will deliver exceptional results to those with solid business plans. I hesitate to offer services to those who will not see a healthy return on their investment. It is important to remember that a customer is only satisfied when their goals are achieved as a result of your work,” he also told me.

I wish Shane all the best with the new business.


About The Author: Elliot Silver is an Internet entrepreneur and publisher of DomainInvesting.com. Elliot is also the founder and President of Top Notch Domains, LLC, a company that has sold seven figures worth of domain names in the last five years. Please read the DomainInvesting.com Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest.


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Comments (34)

    Shane

    Hi Elliot! Thanks so much for your support. I truly do appreciate it.

    March 7th, 2016 at 10:56 am

    Asset

    congratulations with the launchn i like the simplicity :)

    March 7th, 2016 at 11:03 am

      Shane

      Hey! Thank you very much. I’m a huge fan of minimalism. I’m glad someone else appreciates its beauty.

      In reply to Asset | March 7th, 2016 at 12:17 pm

    Anticareer

    The only thing I would ever think of is food when I hear that name. Something a little more vague would have been better I think.

    March 7th, 2016 at 11:14 am

      Shane

      I understand what you mean, however, companies like Apple, Mint, and plenty of others have transformed a simple food keywords into a massive brands.

      In reply to Anticareer | March 7th, 2016 at 12:18 pm

    Tony

    Agree with Anticareer. So this is a domain blog and we are discussing domains, I just don’t feel fishstick.com as a brand. It’s awkward to say and the connotation just doesn’t work for me. Would’ve preferred a one word .com, real or made up.

    March 7th, 2016 at 11:42 am

      Shane

      I’m curious to hear why you think it’s awkward to say? I specifically picked it out because it’s extremely memorable and easy to spell/pronounce.

      In reply to Tony | March 7th, 2016 at 12:20 pm

      Tony

      The ‘sh’ sound followed by the ‘st’ sound to me is awkward.

      Best of luck to you all the same.

      In reply to Shane | March 7th, 2016 at 1:29 pm

      Shane

      I appreciate your feedback. Thanks. :)

      In reply to Tony | March 7th, 2016 at 3:12 pm

    JZ

    like the domain but …all i can think about the south park kayne episode.

    are you a gay fish?

    March 7th, 2016 at 11:44 am

      Shane

      Luckily, most business owners are too busy to be watching old South Park episodes on Netflix. 😉

      In reply to JZ | March 7th, 2016 at 12:20 pm

    Dr Domainer

    I like the name. It’s radio friendly!
    Logo needs to change, makes it look like a fish & chip shop business.

    March 7th, 2016 at 12:32 pm

      Shane

      You really don’t like the logo? I’ve had overwhelmingly positive feedback. Different strokes for different folks, I guess.

      In reply to Dr Domainer | March 7th, 2016 at 12:52 pm

    Ron

    A cheap frozen beaded fish farmed out of China, essentially a knock off.

    When I do business with random developers online, I always google them, and look for back links, this paticular party has a lot of negative press indexed into Google, and many companies may choose not to work with him.

    Good luck

    March 7th, 2016 at 12:41 pm

      Shane

      Of course there are negative Google results. I can thank Adam Dicker and his goons for that.

      In reply to Ron | March 7th, 2016 at 12:50 pm

      Ron

      Much as Adam Dicker has done, since this involves your lively hood, I would submit a legal requestion to excluded the link…

      In response to a legal request submitted to Google, we have removed 1 result(s) from this page. If you wish, you may read more about the request at LumenDatabase.org.

      In reply to Shane | March 7th, 2016 at 1:41 pm

      Shane

      I appreciate the input. I read their ToS and I need a court order to have it removed. :(

      In reply to Ron | March 7th, 2016 at 3:13 pm

    Corey

    Congrats Shane! Best of luck with the new venture!

    March 7th, 2016 at 1:14 pm

      Shane

      Thanks! I appreciate the support.

      In reply to Corey | March 7th, 2016 at 1:15 pm

    Simon

    Well done Shane, I like the minimalistic look of the site.

    March 7th, 2016 at 1:17 pm

      Shane

      Thanks for your kind words!

      In reply to Simon | March 7th, 2016 at 1:24 pm

    Chris

    Hey Shane,

    Congrats on your new business. Fish Sticks is a great domain name but im kind of half and half on the name choice. I understand where your going with the catchy name like apple and mint. But those are single words. Fish dot com or sticks dot com would work. But since it is 2 words I think the keywords in the name make it more niche of a name. Especially for a branding agency.

    Just my 2 cents. Either way I like what you got going on and im in your corner. I wish you much success.

    Chris

    March 7th, 2016 at 3:25 pm

      Shane

      I see what you’re saying. I suppose it’s a little more difficult to please domainers than the general public. 😀

      I do appreciate the support.

      In reply to Chris | March 7th, 2016 at 3:38 pm

    Ron

    I got to say, people usually look for people with marketing experience, and more than a 2 mean team who are not just going to shuffle their project off to some elance type offshore cohorts.

    —>

    Shane is a 27 year old entrepreneur from Connecticut, a United States Veteran, and a rap enthusiast. Want to discuss the weather, or maybe your favorite ‘90s rapper? Shoot him an email, shane@fishstick.com.

    —>

    You parlay nothing about what you know about marketing, or webskills?

    March 7th, 2016 at 8:00 pm

      Shane

      I do have another team member, we simply have not taken that picture yet. Also, people don’t buy products or services, they buy personality.

      In reply to Ron | March 8th, 2016 at 6:16 am

    Pierre

    Cool but I am vegan so I won’t be using your services.

    This might sound stupid Shane but more and more people are vegan, it’s a big trend right now so you will probably lose customers because of that name.

    I wonder what % of population is vegan or vegetarian?

    Logo is animal friendly but when you search “fishstick” on Google look at the images.

    March 7th, 2016 at 11:29 pm

      Shane

      If you’re trying to tell me that you wouldn’t use a website because it uses 2 words that represent a good product… I’m literally going to lose my mind. I know all about being a vegan, my girlfriend is one.

      In reply to Pierre | March 8th, 2016 at 6:18 am

      Shane

      “a good product” was supposed to be a “food product.”

      In reply to Shane | March 8th, 2016 at 6:19 am

      Pauly

      Tofu sticks was registered

      In reply to Pierre | March 10th, 2016 at 2:20 am

    karl

    I get where u are going with a trendy domain but it falls flat in that its just a bit well, boring imo.

    FishSticks? its kinda lame too. u r under 30 so I see u as one of the trendy cool wannabes that most of u r and who want to come off as being hip. cool etc etc but man it really doesn’t come off that way to those of us from the actual cool generation where we didn’t have to try to be cool, we just are.

    good luck on your venture mr fishstick.

    see what I mean? id rethink that one man.

    March 8th, 2016 at 2:47 am

    Scott

    I certainly won’t forget an out-of-place brand name like fish stick. That sounds like a much better idea than scouring the world of frozen dinner manufacturer looking for a buyer. I cannot imagine the clientele for fish sticks is too intent on reading up online before they make their grocery store purchase.

    March 8th, 2016 at 9:25 am

      Shane

      Hahaha! Truth.

      In reply to Scott | March 8th, 2016 at 10:02 am

    Ichthyologist

    Doesn’t pass the radio test. Sounds like Fish Dick

    March 8th, 2016 at 10:28 am

    Paul Kapschock

    Fun name and brand.

    Good luck with business.

    March 10th, 2016 at 8:22 pm

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