What’s with these Company Names?

The big media empires are not the only ones who apprarently are worried about their names (see two related posts below).

I still prefer descriptive names, myself, since they are easier to remember and associate than the nonsense words many of the newer companies (and those who want to appear newer) have adopted.

Take Zissor, for example, the Norwegian company that has run a clipping service for many years. CEO Jon Asakskogen (right) told me the company name is exactly what it sounds like, "scissors," as in implements used to clip things out. I get it immediately. Asakskogen calls it "an extremely strong brand." And who could forget it?

Then there are companies that play off a system feature . . .

Since 2000, the company formerly known as InfoTipp (loosely associated with touch-screen technology), switched branding gears by playing off of a distinctive feature of its Content Management software platform.

On every screen of the user interface, explained Peter Aylward, Managing Director, there is a red dot, that when pressed permits the page to be changed.

Once a potential customer understands the premise of the name, it’s fairly easy to remember, don’t you think? (Photo: Shown at the RedDot stand in London is James Tait, RedDot Partner Manager.)

Even companies known by the names of their founders can yet take on post-modern identities in their product branding.

The Raymond Morris Group, purveyor of company financial data, was able to get keenly updated by cleverly rapping the RM signature into the word aRMadillo when it took its products to the Web in the mid-1990s, according to RM’s Theo De Regibus (not shown in the picture but who I bumped into during a "coffee break.")

Ah . . . though it’s somewhat of a stretch, once you get it, it’s easy to make the connection and associate the brand name with the company. In beefing up an image it also doesn’t hurt to have young and very attractive booth staff.

I wish I could say that all the companies here could serve as such good examples of naming and branding.

For a newcomer to this industry, scanning down the list of exhibitors here must be like trying to make sense out of government agency acronymns.

Dick Kaser
ITI V.P., Content

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