Catchword Creates the New Name, Cysive, for Alta Software; Brand-Building Strategy Prompts Name Change.OAKLAND, Calif.--(BUSINESS WIRE)--July 15, 1999-- Catchword, a Bay Area brand development firm, announced today that it has created Cysive(TM), the new name for Alta ALTA Alberta (Canada) ALTA AltaVista (stock symbol) ALTA American Land Title Association ALTA American Literary Translators Association ALTA Atlanta Lawn Tennis Association Software. Established in 1993 and headquartered in Reston, Virginia Reston is an internationally known planned community whose goal was to revolutionize post-World War II concepts of land use and residential/corporate development in American suburbia. , Cysive is the premier builder of e-business architecture. "There were a number of reasons to change the Alta Software name," said Burt Alper, Catchword's co-founder and strategy director. "Perhaps the most important was that the company had grown to a point where it was ready to invest in building its brand against competitors." Alta Software's management and Catchword's principals agreed that its existing name had problems, Alper explained. First, the name was not federally trademarked, so it had little protection. Second, the term 'software' in the name was misleading, suggesting that Alta sold products, and not services. Third, dozens of company names included 'Alta' in some form, and the word-part just wasn't distinctive. "Our client wanted a name that would stand out without diminishing di·min·ish v. di·min·ished, di·min·ish·ing, di·min·ish·es v.tr. 1. a. To make smaller or less or to cause to appear so. b. its professional character and corporate culture. The brand we developed is remarkably distinct from competitive names, making it more memorable to clients and potential clients. Strategically, the Cysive name positions the firm as both intelligent (incisive incisive /in·ci·sive/ (-si´siv) 1. having the power or quality of cutting. 2. pertaining to the incisor teeth. in·ci·sive adj. 1. Having the power to cut. ), and action-oriented (decisive)," Alper said. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. John Saaty, Cysive's director of marketing, "Developing our new corporate name was one of the most difficult exercises our company has been through. Catchword's outstanding ability to take our initial vision and apply process and creative depth is what achieved the results. Their linguistic expertise and rigorous process gave us the necessary comfort level and trust to make this decision. Once it was made, we never looked back." Alper noted that Catchword's decision to use an unusual spelling for a relatively common word-part not only made Cysive "familiar yet fresh," but also helped tremendously in securing the firm its .com domain, "crucial to the success of any business with an Internet presence." Established in 1998, Catchword's principals bring experience in marketing, linguistics linguistics, scientific study of language, covering the structure (morphology and syntax; see grammar), sounds (phonology), and meaning (semantics), as well as the history of the relations of languages to each other and the cultural place of language in human and technology to their branding process. Recent names created by Catchword include petopia.com, a seller of pet food and supplies on the Internet; Rainmaker Rainmaker An employee of a brokerage firm who brings a large amount of wealthy individuals or corporations to the brokerage firm's client base. Notes: Rainmakers are usually compensated very well for their efforts (or connections). , a web-based sales application developed for On-Link Technologies; and InterChange An interchange is a location where two things meet, usually perform some kind of exchange, and possibly go on their ways again. It is most commonly used in four contexts:
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