Aucent Corporation engaged Igor to rename and reposition their company
and to name three new products. Aucent's core business is XBRL business
reporting and financial data analysis. XBRL (eXtensible Business Reporting
Language) is the new standard to prepare and analyze financial information.
Our client needed a name that would carry three ideas: 1) permanently
attaching XBRL tags to financial data; 2) generating a compelling financial
picture of a customer's business; and 3) support an interesting animal
icon in an engaging way. They did not want a random visual icon a la the
Linux penguin or a linear one like the literal animal print patterns Apple
uses to market its Panther, Jaguar and Tiger Operating systems.
The company's new name, Rivet, covers all three bases of the brand positioning
and more:
Strength, reliability, dependability. Old-fashioned stability in an
often fluctuating high-tech environment.
Construction metaphors, tying things together, building immense structures
(or data reports) one rivet (or "nugget" of data) at a time.
Great action verb associations, from riveting your attention to riveting
the structure and data together.
Frog imagery/icon/mascot, the "ribbit" of frogspeak evoking
the name Rivet.
While the majority of Rivet's competitors are positioned merely as companies
or service providers, Rivet has the potential to become a strong, memorable,
and top-of-mind brand. The opportunity here is to build a solid brand,
create pathways for brand recognition, and lay the groundwork for brand
loyalty. Just by having a well-defined brand, a key differentiator from
the competition is already in place. But we have to look to the future
as well, when new XBRL-related brands are likely to compete more aggressively
for brand attention with Rivet, once Rivet demonstrates to the marketplace
- through its name, branding and the quality of its products - the value
of a brand.
One of the three new product names we created for Rivet, Dragon
Tag, has been launched.
