Background:

This name is a great example of the name style for a new category leader. Today there are many new genetic and other bio tech companies springing up, all trying to name their companies from the root words gene, genetics and technology. But, guess what, not only is the simplest, cleanest version taken, but the simple domain www.gene.com is also theirs. Many would call this first-mover advantage. It works in naming as well as in business, sports and entertainment, even when your business is not as successful as Genentech's. (E*Trade is another example of a new category early advantage name).

But there is plenty of other space for good names and brands to emerge in these fields - just don't waste your time trying to have a variation on the name space taken by the initial leaders in the field.

Now if only Genentech's logo wasn't so boring. More details at www.genentech.com.