Vantelo becomes

Over that last few months Aaron and his friends at Vantelo have been surveying readers to find out how their service should develop, and what the best name for it would be. The result is a new name:

It’s a great service, but I’m going to miss the old name.

Vantelo suggested vangard and tell – and that seemed like a good name for a site pooling the guidance of advanced industry watchers. But many people like simpler names. We did some similar surveys around the time we rebranded from the one word ‘Lighthouse’ and added the words ‘Analyst Relations’ into our logo: clients told us that it helps if the name explain what the firm does.

I’ve been rethinking that recently by reading ‘The OmniPowerful Brand’, a guide written by one of the most longstanding specialists in brand naming. The book’s love of concatenated Latinate syllables reflects its time: it was acceptable in the 90s (not this way). However, the basic idea is that brand names should evoke the beneficial experience of the brand. certainly specifies the features, but not the benefits. For example, ITAnalystReports allows readers to comment on individual reports and develop a discussion with other readers about it: that’s a potentially valuable aspect, as is the ability to see research from several analyst firms on the same topics. Of course, the ITAnalystReports name also limits the brand to IT: that might limit its ability to expand into telecoms, vertical markets and role-based research.

Duncan Chapple

Duncan Chapple is the preeminent consultant on optimising international analyst relations and the value created by analyst firms. As SageCircle research director, Chapple directs programs that assess and increase the business value of relationships with industry analysts and sourcing advisors.