Shane Bellone Launches Fish Stick
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.
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