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The name had to speak to the product benefit but be distinctively different from the myriad of firewall and identity theft products currently on the market. Privacy, Inc. also preferred a short, easy to spell, memorable name that related in some way to how the product worked. Words like identity, ID, security and privacy had to be avoided because of overuse. NameStormers recommended the real word, Opaque. Opaque’s meaning conveyed how the software worked in a non-technical way. That is, you could see a person’s outline but not all the specific detail. The new name was relatively easy to say, spell and remember since it was a real word. Most importantly, Opaque was an example of a name that worked well for both B2B and B2C customers, making it a winning brand for Privacy Inc. |
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