Professional Services SaaS Merged Company Name
PROJECT: Name a company formed by the merger and integration of two companies, Mavenlink and Kimble, to be the Global Supplier of Purpose-Built Technology for Professional Services Organizations.
KANTATA: Inspired by Cantata, originally a musical composition intended to be sung, as opposed to a sonata, a composition played instrumentally; now, loosely, any work for voices and instruments. A medium-length narrative piece of music for voices with instrumental accompaniment, typically with solos, chorus, and orchestra. Origin: from Italian cantare, “to sing.”
BRAND POSITIONING: Merger naming and branding is one of the hardest things to pull off successfully. Zinzin applauds Mavenlink and Kimble Applications — they did it! And we were thrilled to name their newly merged company.
We knew the name needed to be as powerful and innovative as their goal: to accelerate the development and adoption of purpose-built Vertical SaaS solutions for professional services organizations.
Inspired by Canata, Kantata is an elegant name with a great look, feel, and sound that connotes efficiency, collaboration, and dynamic harmony. With Kantata, a professional services firm’s business processes can be artfully blended to weave solos, chorus, and orchestra together into a seamless narrative and a beautiful song.
Says Michael Speranza, CEO of Kantata,
“We are now one company with nearly 600 employees serving more than 2,000 clients and over half a million services professionals with a breadth of product capabilities wide enough to scale across the entire spectrum of client requirements.”
The Kantata Industry Cloud for Professional Services™ — Purpose-Built Technology for Unmatched Advantage
“We retained Zinzin to help us create a new company name following the Q421 merger of two suppliers in our space. Both suppliers had well known and respected company names and brands in the industry. … With Zinzin’s help, we went from project initiation to a full-name and brand launch in roughly four months. We didn’t think this timing was possible when we started, but we did set this goal and were able to hit it. … Zinzin has strong convictions around good company naming and also the best processes for creating a new company name.”
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