Search Vendor Naming: Avoid This Problem
December 19, 2009
I don’t want to make a big quack about the importance of branding, but picking a name for a search or content processing company is important. My Overflight service returned a document with the title “Brainware Has Launched Its graphic Design Site.” I track Brainware, the content scanning and eDiscovery company. When I looked at the news story I discovered that the Brainware in the article is the Indian firm with the same name as Brainware, the information retrieval company. Brainware India describes itself this way:
Brainware is a leading IT solutions company. Since its inception it is providing services in the sphere of IT education, Web and Multimedia including graphic web design, website programming solutions, brochure design and flash design. The company provides a wide-ranging education atmosphere to individuals and enterprises, offering training that are adapted to the varied needs of audiences with diverse backgrounds.
Brainware the search and content processing company says this:
Brainware, Inc. is an innovative provider of intelligent data capture and enterprise search solutions that help Global 2000 companies eliminate costly manual data entry, rapidly process large volumes of documents and retrieve data from across the enterprise. Our solutions were built from the ground up to manage unstructured data without templates, exact definitions, taxonomies or indexing.
My thought is that life is sufficiently complicated without having to figure out which Brainware is which.
Stephen E. Arnold, December 19, 2009
Oyez, oyez, my addled goose brain wears thin with the task of reporting whether I am paid or not paid for Web log posts. I wish to disclose that I paid people today; no one paid me. Which US agency controls this aspect of my blogging life? I know. I shall forthwith report to the Court of International Trade. I feel better already by disclosing that this is a freebie.
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