Going about getting a new name - tactically
Arlo used to be called Learning Source about nine years ago, before its founder and CEO bit the bullet to realise a name change was necessary.
As anyone who has gone through the challenge of finding a name realises - it is a fraught process.
A brand agency reminded John Mitchell that a piece of software being developed within a company might have a ‘proper’ name, but almost invariably acquires a nickname, a personality, something to be connected with.
Among a number of such contender nicknames, Arlo stood out as the best candidate.
“Arlo as a person has personality, is a bit different, but has something to connect with users,” says John Mitchell.
“It’s also only four letters long. Among many advantages, that makes it easy from a logo point of view.”
(Picture - When settling on a new name, Arlo, the company wanted something with personality that connected with users says its CEO and founder John Mitchell)