Today heralds the launch of Accomplice, a new time / project management software company. The name works in large part because “accomplice” is a word that is mostly invoked when something tawdry is afoot, yet when used in this context that quality gives the name just the right amount of intrigue, relevance and memorability.
Most companies would have vetoed the name Accomplice for fear of possible implied criminal traits, but this company was smart enough to know that the target audience is not that literal. Nicely done.
Additionally, the Accomplice tagline, “Your partner in time” confidently calls back the “negative” (intriguing) aspect of the name.
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2 responses so far ↓
1 Kixo // Feb 2, 2006 at 3:07 am
I agree, Accomplice is a great name for this type of company. It also works for three more reasons:
- it’s an alliteration of “accomplish” - which is the objective of using TM/PM software
- it has hard “k” and soft “c” sounds, which I think people like in brand names
- Accomplice (like Amazon) is a generic enough name that it can still be used if the company expands into broader products or markets.
2 igor // Feb 4, 2006 at 10:18 am
Thanks to Tony the Tiger
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