Although the name change is significant for the Company, it will not affect daily business activities. People, products, service provided, and existing relationships will remain the same.

Okay. First - that's almost the entire press release that we didn't connect with...

And then... how is it that they can say everything is going to remain the same - but also that they are also changing?

And what about that invisible (heavenly?) forcefield around products? That just weirds us out.

We don't know about you, but when we think of Halos we think of dead stuff. Good dead stuff, but still... dead stuff. We don't see invisible forcefields (after all... they're invisible.) We don't see auras of security. We don't see the connection.

Maybe there is a weird little link between the concept of loss and going to heaven. But that'd mean that the thieves were saving your products - and that's a good thing, right?

There'd be an even a stronger link if they'd suggested that they force the customer to be angelic. We actually like that angle quite a lot.

So - here's a case where the name isn't all bad, but the stated reasons for using it make no sense at all. There's more to naming a company than just putting the name out there. You gotta give it personality. You gotta have a message that makes sense. You gotta be able to sell the idea to a skeptical public.

We are completely and utterly flummoxed. We suggest that Halo Metrics take a Mulligan on the release and try again tomorrow.

After all, maybe there can be life after death for this name...

Tate Linden Principal Consultant Stokefire Consulting Group 703-778-9925