First rule of the internet—don’t read the comments. Second rule of the internet—do not ask the internet to name your brand.
The Natural Environment Research Council (NERC) learned the second rule the hard way when they opened up suggestions to <a href="http://www.nytimes.com/2016/03/22/world/europe/boaty-mcboatface-what-you-get-when-you-let-the-internet-decide.html" target="_blank">name their new ship</a> to the internet. The ship is a £200 million polar research vessel described by NERC as “the most advanced floating research fleet in the world and will help put the UK at the forefront of ocean research for years to come.” The internet’s answer for such an esteemed vessel?

Boaty McBoatface. By a landslide.

Here is a list of things the internet cares about—cat videos, bacon, unclad celebrities. Here is a list of things the internet does not care about—your brand strategy, managing a complex trademark landscape, ensuring a name isn’t offensive culturally.

The internet cares about instant gratification. If you want someone to care about creating a name that lives up to your £200 million investment and will stand the test of time, call the professionals.

Photo courtesy of <a href="http://www.usatoday.com/story/news/world/2016/03/21/boaty-mcboatface-man-sorry-ship-name-suggestion/82068384/" target="_blank">USA Today</a>

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