Technical, Industrial and Scientific Naming Experience

It is great when our contacts introduce Athol as "The Naming Guy", because that is how they have known him for the past 14 years, but it really does not do our agency full justice. Brighter Naming is Silicon Valley's only full service independent naming agency, serving clients worldwide for the past six years. Prior to that, Athol was the Naming Principal and co-founder of NameTrade, which Business 2.0 picked as one of the big seven agencies during the dot com boom days. Later Jeremy Kahn of Fortune magazine profiled Athol in an article that was also published in Business 2.0.

If you have a Motorola, Nokia or NEC cell phone, it probably includes the Symbian® operating system, a major project he ran for them and a name he personally created. We were also the third naming company brought in to rescue a project, the final name (which is not ours…but we helped them pick it and put the project on track) you all know well today as Cingular®. Similarly for Allstate Insurance and their Encompass name.

Brocade Communications recently took over Zeevo - the name Telencom selected with our help. Calient Networks was one of our emergency naming projects when they had legal problems with their old name a week before launch. They have since raised over $90 million in funding. Lumenaré Networks is another local network technology company we named.

Because of our technical teams, we can handle the most technical of medical, scientific, aerospace, energy, industrial or equipment projects. And yes, sometimes we come up with very scientific names with Greek or Latin roots, but sometimes the name you are looking for is a simple word not used before in your field. Thermo Electron Corp. makes very technical scientific systems and equipment to help other companies in the pharmaceutical and chemical discovery industries, yet we managed to name their new system Leadstream™. Very simple and elegant, for a very complex product line!

We have just completed naming a new international broadband networking company Quavant, and recently helped local manufacturing software company eBots rename themselves Ultriva. Similarly, San Francisco-based DriveSpeed - The Internet Superstore is today renamed Mercantila, and medical equipment company Novasonics is now Zonare.

Most naming agencies are run by former ad executives or linguists, and not by a former computer scientist and high tech marketing V.P.! As a result, we can handle the most technical of subject matters, though the final name itself might be elegantly simple. Last year we helped Thermo Electron Corp. name their drug discovery hardware and software system simply LeadStream. Similarly, after coming up with the unique coined name Concuity for the former eHealthContracts.com, we helped them name their product family ClearContracts.

Accela is the name of Thermo's new highspeed mass spectrometer, while Bionanome (Biotech and Nanotech customer name lists), Openode (networking systems), and Zymmetry (supply chain software) are other new company names. Plus we have done a lot of work with plastic polymers with names like Primospire and Epispire, using common roots to organize the product family naming architecture.

If your name was Empathy or Printra, then they certainly were unique. But oh what problems for the salesmen on the telephones! Today they are called Gainspan and PageDNA respectively.

Your name is your primary weapon in the battle for the mind. A good name cuts through the noise of a crowded technical product world, works on the phone and on the internet, and becomes a key part of your intellectual property portfolio. But if the name is not legally cleared for worldwide trademarking, it can be a liability. We have worked with, and had our names cleared by some of the top law firms in the Bay Area, usually on the first iteration. In fact, many small companies, and even some smaller law firms, engage us only for our name search and audit services, while larger ones (like we did for FileNet) use our services to sort out their whole naming architecture.

New Scientific and Industrial Names:

New technical and business names: