- It's too long.
- It's too generic.
AOL follows a long line of companies with long, generic names that never "took" in the marketplace:
IBM - International Business Machines
FedEx - Federal Express
AMD - Advanced Micro Devices
GM - General Motors
I'm not sure which of these companies have officially ditched their original, long names, but most people refer to them by their abbreviated names.
All of these companies have at one time experienced great success. But this success came in spite of, not because of, their long, generic brand names.