HCM Software Company And Product Brand
PROJECT: Rename an established HCM (Human Capital Management) software company to create a brand that better represents the values and aspirations of this reenergized HR, benefits and payroll software firm.
CRITERION: The ideal in terms of which something can be judged; a basis for comparison; a reference point against which other things can be evaluated.
BRAND POSITIONING: PerfectSoftware came to us as a thirty year old software firm with a new management team, game-changing product enhancements, and fresh capital investment that positioned the company for explosive growth. The management team saw this as the perfect opportunity to rebrand and asked us to create a name that better exemplified the company’s bold new vision and ethos.
We created the name Criterion, which is the perfect brand name for both the company that is setting the new standard in HR software performance and the software platform that delivers on every important criteria of Human Capital Management (HCM). Criterion provides HR professionals with a comprehensive, integrated and flexible human resource and payroll solution for managing their company’s most valuable asset — human capital. Which is another way of saying People Power.
The name also maps to the unique approach the company takes in product development, which is to design and implement each system based on their client’s individual criteria of system features and functionality. In essence, each system is a not only setting a new standard of excellence in software engineering, but also the criterion by which they are developed. In addition, Criterion’s HCM suite allows businesses and organizations to manage a broad range of critical human resource functions more effectively and efficiently, within a single system.
“I highly recommend them to any company that has doubts about their current brand name. Zinzin is great at evaluating a name and seeing if it aligns with someone’s brand positioning. It’s a good investment because you’re going to be investing thousands of dollars in marketing afterward. Get the name wrong, and you’re devaluing your investment. The right name can do a lot.”
—Sunil Reddy, CEO, Criterion
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