The document discusses naming options for a wireless mapping software product, including proposed names like "Orientis," "Carter," and "Outdraw," which reference mapping, mobility, and field work. It analyzes the positives and negatives of each name and suggests they use the tagline "Your map, your way." to emphasize the user's control over their data and maps from anywhere.

1. Naming for Information Management Product
Golder Associates Limited
PREPARED BY LUZ DESIGN + COMMUNICATIONS
MONTRÉAL, APRIL 11 2008

2. R
POSITIONING lINE/SlOGAN POSITIONING
Screen-based MAP PRODUCT is wireless mapping software that puts you in control of your data,
Your map, your way. anywhere, anytime. You can therefore enter new data, change and manipulate existing data, and produce
updated maps as your needs change, without the delays and costs associated with intermediary services.
KEY MESSAGES & BENEFITS
R In the field, on the road or in your office, this MAP PRODUCT gives you total control over your data and
maps. You get the most up-to-date information, presented in the most easily understood visual format.
Plus, you can enter new data, mine your data and try out various scenarios with just a few clicks of your
mouse, without ever having to ask GIS to “get involved.”
RESUlTS:
R RConvenience:
all the mapping tools you need at your fingertips, anywhere, anytime.
ROwnership:
when it comes to your maps and data, you call the shots.
RSpeed:
no delays in contacting GIS and waiting for a response. Results are instantaneous,
to save time in mission-critical situations.
RProductivity:
with fewer delays, you can accomplish more in less time.
RFlexibility:
no need to coordinate your schedule and needs with third parties.
RCost savings:
reduction in mapping services and delays yields real savings in budgets and timetables.
RClient satisfaction:
quicker turnaround with higher-quality answers
translates to a more satisfied client.
REnvironment:
significant reduction in paper. Most maps can be consulted on screen, and e-mailed
from one screen to another. Instead of printing everything, print only the maps you absolutely need.

3. Names selected from client’s list
Globelink Your map, your way.
Positives: Negative:
“Link” connects user to “globe” with no intermediary. No distinctive identity: could be shipping company,
telecom, financial services, etc. Likely widely used already.

4. Names selected from client’s list
PAPYRUS Your map, your way.
Positives: Negative:
Weds high-tech product to its heritage of early maps. No sense of what the product does.
Easy to say and to remember.

5. New suggested names
geographer Your map, your way.
Positives: Negative:
Obvious connection with product and its uses. Less than electrifying.
Places user in the driver’s (geographer’s) seat:
“one who ‘writes’ the earth.”

6. New suggested names
Orient Your map, your way.
Positives: Negative:
Links to past and to exploration, through a now anachronistic word. Refers to the EAST in French.
Easy to say and remember.
Verb, “to orient”, also positive: enabling user to place and position
data. Possibility for strong visual identity.

7. New suggested names
Orientis Your map, your way.
Positives:
Links to past and to exploration, through a now anachronistic word.
Easy to say and remember. IS for Information System.
Verb, “to orient”, also positive: enabling user to place and position
data. Possibility for strong visual identity.

8. New suggested names
Carter Your map, your way.
Positives: Negative:
Root word (“cart”, “chart”) suggests “map,” while also No technical component to name.
suggesting mobility. Proximity to person’s proper name makes it
easier to brand: “Trust Carter.”

9. New suggested names
AirCarta Your map, your way.
Positives: Negative:
Combines mobility (“air”) with mapping (“carta”). Potential confusion with Apples’s “Airport’ and “Encarta”

10. New suggested names
Cartograf Your map, your way.
Positives: Negative:
Obvious connection with product and its uses. Less than electrifying.
Places user in the driver’s (geographer’s) seat:
“one who ‘writes’ the earth.”

11. New suggested names
Cartografer Your map, your way.
Positives: Negative:
Obvious connection with product and its uses. Less than electrifying.
Places user in the driver’s (geographer’s) seat:
“one who ‘writes’ the earth.”

12. New suggested names
Outland Your map, your way.
Positives: Negative:
Suggests the outback, and work in the field. No obvious connection with technology or mapping.

13. New suggested names
Outdraw Your map, your way.
Positive: Negative:
Similar to “Outland,” though with a stronger connection to No obvious connection with technology or mapping.
mapping (“draw”). “Out” also suggests competitive advantage
(“outperform”), as well as speed (Western theme: whoever
draws his weapon faster will be the survivor).

14. COMPlETE lIST OF NAMES SUGGESTED
Eudaimonia DynoMap Orientis
Proon DynamoMapping Carter
optorex Sagacity AirCarta
Gateway ClearArch Cartograf
Horizon Golder Internet Cartografer
Mapping
NavMap Outland
Golder Mapping
SPRINT Outdraw
Service
GLOBAL ParaMap
YourMapper
GlobeLink AdaptaMAP
Geo
LINK MapGeneris
Earth Connect
VECTOREE DaTAG
G-SAT
OMEGA Modulix...
Portolan (Mapping Solution)
AMERIGO MapAround
NEC+ Mapper
MishMash MapIT
GeoPortal
Papyrus Mapper
RE:MAP
Platypus Youmap
iMAP
GeoShare Mappa
gMAP
Alliance DatHelp
GeoGrapher
Keystone Outmap
Orient
Names in red: already used for similar product

15. Possible images related to the product