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