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Amia |
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Cooligy |
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Founded in early 2002 by three Stanford University mechanical engineering
professors, this Silicon Valley company manufactures a water-based cooling
system for CPUs and other devices that must disperse very high heat loads
from very small areas. Besides being unavailable as a Web domain, the
company’s placeholder name, "MicroFlux,"was perceived as
"too technical and geeky." The company’s founders and board
members wanted a new name that was short yet conveyed corporate stature,
innovation, action, and the concept of cooling. I met with the company’s principals and interviewed key board members.
Over a two-week period, our team of four namers generated approximately
1,100 names, of which more than 200 were checked for trademark and domain
availability. I then presented 25 names for further consideration. From
that list, "Cooligy" was ultimately selected. The name meets
all the stated objectives, including the ability to be turned into a verb
("Cooligize"). Wordworking also developed themelines and content for the Cooligy Web site |
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“Nancy’s development of our company name was
beautifully handled. We had many ideas with broad settings, and a wide
variety of stakeholders that range from ex-professors and ex-students
to prickly venture capitalists and crusty old technology guys. There were
many conflicting priorities. Nancy led us to understand what we liked
and disliked about many types of names and helped us set measurable criteria
for evaluating our candidates. She provided us with a list of top choices
that fit our criteria and helped us sell our favorites to all the stakeholders.
We chose a name from her top ten. The name, the story, and her professionalism
closed the deal.” Dave Corbin, chief executive officer |
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Nancy
Friedman, Chief Wordworker |
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| Read what Jon Carroll has written about me in the San Francisco Chronicle! | |||||||||||||||
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| Copyright
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2007
Wordworking Website design by Monroe Street Studios |
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