PROJECT: Name a new integrated XBRL software product.

THE NAME: Lots of activity coming from multiple directions.

POSITIONING: Crossfire is a powerful name that maps to the enterprise cross-functionality of this breakthrough integrated XBRL product. When corporations fire up Crossfire, they can be assured of the highest quality financial reporting every time, in full compliance with the SEC, in a user-friendly package that makes it all much easier. All of the financial activity of a large enterprise reported from points across the globe can be translated into the XBRL (eXtensible Business Reporting Language) language using Crossfire.

VISIT: Crossfire

PROJECT: Rename Aucent Corporation, a software startup.

THE NAME: Strength, reliability, dependability. Old-fashioned stability in an often fluctuating high-tech environment.

POSITIONING: Aucent’s core business is XBRL business reporting and financial data analysis. XBRL (eXtensible Business Reporting Language) is the new standard to prepare and analyze financial information. The company’s new name, Rivet, grounds it in the real, physical world, through the construction metaphor, tying things together, and building immense structures (or data reports) one “rivet of data” at a time. This name is Riveting.

VISIT: Rivet

PROJECT: Name a software module that allows users to tag financial data with XBRL markup by clicking and dragging from Excel spreadsheets.

THE NAME: “Drag and tag.”

POSITIONING: “Drag to tag” = Dragon Tag, a fun, memorable mnemonic, a memorable name that infers a benefit and includes an iconic visual element.

VISIT: Dragon Tag