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Business Info

What does your company do?

This is an internal enterprise initiative at a major news outlet to build a tool that aggregates all the various content we have on a story into one place

Do you require that a .COM or other URL be available for the new name?


Target Audience

What is your industry?

Publishing and Media

Describe your customers

Our customers are all internal: very intelligent, well informed and well read (or think of themselves as such). College grads and beyond; even split male and female, very abrupt, terse, direct, multi-tasking Type-A folk. They value smart, quick answers with no bullshit.

What 3 things do you want your company name to communicate to your customers?

1) familiarity/approachability - It can't sound too new, edgy, or technological. This is a new tool using new tech, but risk taking and embracing the unknown are frowned on
2) simplicity/elegance: this it should convey that the product is not scary, "out there," or difficult to use. It can't be too try-hard, flashy or gimmicky. Mention of the name shouldn't stand out in a corporate meeting
3) This makes your life easier: This tool will make the work done by our staff easier to do, and will make our managers look smarter to their bosses. We want to pull people IN to using it by their own volition, instead of feeling mandated and forced to change how they do things.

List the names of your top three competitors

Circa kind of does something like this, in that it acquires different pieces of a story for different sources and combines them in one spot

Dataminr does this kind of thing, but it focuses on the twitter firehose.

Newswhip/ban.jo do this thing, but only focus on stuff in social media

This piece describes some companies that are trying something similar.


Style and Concept

What character, tenor, or spirit do you wish to convey?

I went over this a bit earlier, but the name should feel professional, modern, and smart, but not overly techy, flashy or gimmicky.The name should make you sound like you know something the other guys don't know. Not like you're trying to impress the room by dropping some fancy name.

Are there specific words or phrases you do not like?

Any obvious words are out: media, story, tracking, tracker, the suffix "-tron" and no numbers. If it sounds like the name of your local TV station's Doppler radar, you've taken a wrong turn (no "News-Media Tracker 5000!" please)

Are there specific words or phrases you like?


Do you have other info you want to share?




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