About

Willa Nakashima

Senior Manager, Domain Acquisitions & Brand Placement. Willa leads Basis Advisors and writes every note the practice sends.

She has spent around six years in digital brand strategy and exact-match domain portfolios. The work has one idea at its centre: a company that already describes itself in certain words is the natural owner of the domain made of them.

Her notes are short on purpose. Each one starts from something you can check yourself, usually the address your company uses today or what shows up when your own customers search for your service, and then says in a sentence why the name fits. If it does not fit, she would rather not send it.

Most of the companies she writes to are growth-stage operators, brands opening their second or tenth location, and professional practices whose clients look for the service before the name on the door.