The New Science of Naming

摘要

It took a half-day brainstorm session, followed by six weeks of conference calls, to work through the list of names, The client, a financial software startup called Aucent, was in the market for a name change. Founder Mike Rohan had coined the name Aucent in 2002, but two years later Rohan was still CEO and his company's name had become a problem. For one thing, the word had no intuitive meaning. And it was hard to spell. Plus, the pronunciation was difficult: Awkent? Os-sent? Auchent?