Higher Education Technology Companies Play the Name Game

What’s in a name? Some higher education technology companies are finding lots of time and money. Meet Danny Altman, the founder of A Hundred Monkeys, a branding agency that has experience in naming higher education companies. His clients include Inkling, a digital-textbook publishing platform, and Ithaka, a nonprofit edtech company, as well as its digital-preservation service, Portico.

Altman describes the process as an art from that uses emotional intelligence to “interpret the essence of the company’s ‘identity.'” Usually, three to four people are assigned to each naming job, and they come up with 25 to 30 choices, before whittling them down to one winner.

The price tag? $35,000 to $50,000 per client, says Altman.

However, time and cost aren’t the only obstacles of naming a company. Both the relevant trademark and web domain must be available. Further, the name can’t translate into anything unsavory here in the U.S. or any other country where the company wants to do business.

For full story, see The New York Times.

Yvonne Chan

Yvonne Chan

Yvonne is a writer for Edtech Times who is most interested in technology's role in culture. When she is not combing the web for the latest in educational technology, she is reading classic literature or watching the game on TV. You may know her from Gradeable, Boston.com, Emerson College, Busa Wine & Spirits, UMass Dartmouth, or Burlington High School.