I think the name's fine. Google? Facebook? Whatsapp? Blergh.

They're all pretty phonetically obvious. Bryght, on the other hand...

"Oh yeah, bought some great stuff from Bryght the other day"

"Hey man, tried that Bright web site you mentioned. It didn't work"

"Where did you go?"

"Bright dot com"

"Bryght dot com?"

"Yeah, bright dot com"

and so on and so forth, for all eternity.

Yet Flickr did ok for itself. As did Twittr, and del.icio.us (sp?). I agree that names matter but the scenario you've painted isn't fatal by any means. In the modern connected age, 'word-of-mouth' is just as much about text as it is about talking (ie FB posts, tweets, msgs, etc).

Indeed, Bryght's revenues are in the multi-millions so they're clearly doing something right.

Agreed. Misspelled brand identity is the equivalent of a shaky foundation.

If they're selling non-obvious quirky stuff, maybe having a non-obvious quirky name will help with branding.

Or not. But I don't think assuming it's a net negative is necessarily justified here.

"Bright with a Y, dot com."

Some names are a lot harder to explain than that.

Brighty.com?

No it's brightwithay.com

You could say the same about IKEA too. I'm still not sure I pronounce it properly...

IKEA was a huge brand before the internet was there to make it important for people to type its name correctly..

Just think of it as Ingvar Kamprad Elmtaryd Agunnaryd and you'll know.