One area in the U.S. economy that is booming, despite the sluggish recovery, is technology. Facebook and Groupon are expected to go public in the coming year, and tens of billions of dollars of venture capital continue to pour into the tech industry every year to support new companies.

But one of the first challenges new companies face is coming up with a name, which can be a difficult task.

For instance, would Google be as successful if it were named ‘BackRub’ — the name when the company started in 1996. And Twitter co-founder Jack Dorsey said his company considered calling his company Twitch instead. Read the remainder of this entry »

Emaginit created the name “Materion” for the Brush Wellman company.

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CLEVELAND, Ohio — Nearly 80 years after it was formed, Brush Engineered Materials Inc. plans to change its name to Materion Corp.

Brush has changed its name several times since its 1921 founding as Brush Laboratories. But this will be the first incarnation of the company to drop the name that came from Charles F. Brush, the inventor the electric arc light and several other devices that were key in the early days of electric power.

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In 2006, Parker Hannifin engaged Emaginit to name its new drive train. Emaginit named it: RunWise.

Parker Hannifin Corporation in partnership with Autocar, a manufacturer of commercial vehicles and class 8 trucks, delivered hybrid-powered refuse vehicles that place three South Florida municipalities among the nation’s pioneers in adopting the best technology available to promote cost savings and sustainability in their communities. The new Autocar E3 refuse vehicles feature Parker’s RunWise® advanced series hybrid drive system, which dramatically increases fuel savings and lowers emissions even as it improves drivability and performance. Read the remainder of this entry »

In 2006, Parker Hannifin engaged Emaginit to name its new drive train. Emaginit named it: RunWise.

Hydraulic hybrid drive supplier Parker Hannifin and Autocar Truck are moving toward commercial production of Autocar’s Xpeditor E3 with Parker’s fuel-saving RunWise drive next year — 11 pre-production vehicles have just been delivered to three South Florida fleets following a two-route, 2,500-household trial in western Miami-Dade County. Read the remainder of this entry »

How many good ideas do you dream up in a day? We sat down with one creative who averages about 300. We asked him how he does it and how you can, too.

“A lot of people think creativity is…”

Daniel Moneypenny stops himself in mid-sentence. Read the remainder of this entry »

Thursday, January 20, 2005

Right after Commonwealth Industries Inc. and IMCO Recycling Inc. announced their merger in June, company executives devised a contest for their 3,200 employees: Come up with the winning name for the combined entity and win a cash prize.

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Friday, December 10, 2004
Christopher Montgomery
Plain Dealer Reporter

Cuyahoga County will soon gain the headquarters of a $2 billion public company, an important win for a region that has lost a number of high-profile corporate headquarters in recent years. Read the remainder of this entry »

Emaginit, the strategic engine of naming and positioning announces a new creative division called Ideon™.

“When a company is looking to go to market with a product or service and they need naming, ad campaigns and positioning, and can’t wait months, weeks or even days for results, Ideon provides efficient turnaround in one day,” said Daniel Moneypenny, president and chief creative officer of Emaginit.

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Daniel Moneypenny, of Emaginit in Silver Lake, Ohio, has spent his career creating taglines and naming companies and products. For Rubbermaid, he came up with “There’s never been a better space.” For Federal Express: “We are the overnight success.” For Maaco: “Give your car the MAACOver!” The list goes on and on.

So how does a guy like Moneypenny get such clients as The Movie Channel, NutriSystems, Wendy’s, Amway and Parker Hannifin? Reputation.

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