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Amplify’d from www.bnet.com

Is There a Memorable Brand Hidden in Your Name?

My BNET colleague John Warrillow thinks it's a bad idea to use your name as a company name. He makes a compelling case on his blog, but after a recent chat with Joel Bomgar (aka Bomgaars), the CEO and founder of Bomgar Corp. in Ridgeland, MISS, I'm not so sure I agree 100% with John. So should your name be your company's name?  Bomgar's answer is yes. And no. Let me explain.

Bomgar (the company) makes secure remote support software, a nifty program that allows tech support people to fix your computer from afar. Joel Bomgaars, who just turned 30, started the company in 2003 when he was in college and named it NetworkStreaming.  “It was a terrible name,” he admits, “and we wanted a better one so in 2007, we asked our employees and our marketing department to make suggestions. We came up with 120 names and they all sucked.”

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