Exelis

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Exelis
Are these good names? Do they sound
corporate? Do they sound like companies you
recognize? What businesses are they in? Do they
conjure up any negative ideas?
Insperity
Experis
Xylem
Mondelez
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Exelis
Well, heres my take
Connotations, Associations, and Semblances
disparity
Insperity
Experis
expires
Excel (MS) Experis(!)
Xylem
asylum
a second baseman from the Dominican Republic?
Mondelez
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Exelis
Truth is these are real names of real companies,
divisions, or spin-offs, thereofin spite of all
the identified ballastexotic and obscure
sound, resemblance to existing brands and
businesses, pejorative associations, etc.
Insperity
Experis
Xylem
Mondelez
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They adopt those kinds of names because
7 they are legally available and
The pre-eminent criterion
8 can tell a storythey have the potential to
build a compelling business narrative around them
Most important after availability
Conclusions Yes, the tables have over-turned
(but not completely). Theyve tipped
precipitously, in the direction of whatevers
available. Availabilityso it would appearnow
covers a multitude of sins. A multitude, not a
universe. For there remains one further rational
criterion that still makes sense, even after
weve allowed things like uniqueness, corporate
gravitas, and clean URLs s to fall by the
wayside, and allowed in things like semblance to
pejorative words namely, the potential to
craft a clever story that interprets or decodes
a names business meaning or consumer promise.
Thus does an exotic plant like Mondelez justify
itself Monde meaning world delez meaning
delicious or delectable sum up to a world of
good taste or good-tasting foods, an apt, if
somewhat roundabout message for an FB business.
Thus does xylem an exotic-but-real word, that
refers to the vascular tissue in plants that
conducts water and dissolved nutrients upward
from the root justify its relation to a water
management business of ITT. And thus does
insperity, the fusion of inspiration and (or
toward) prosperity rationalize itselfalbeit
far more looselyas the transformation of
Administaff away from temporary staffing to a
much more general, but highly inspiring business
notion. In the end meaning mattersperhaps most
of all. See how RiechesBaird has been
successfully leveraging these naming trends and
insights in our naming portfolio on
http//www.riechesbaird.com