How companies get their names is often an interesting story. Here is a little bit of Owler history about how we got our name.
In February of 2013 we knew that our model for data compilation wasn’t going to work. At the time we were called InfoArmy. This was a great name if you’re trying to recruit an army of global researchers. For the current business model…not so much.
We made the decision to rename the company and re-brand it. We needed a name that fit the far more consumer-like model that is now Owler. Janet Lavine from our marketing and design team took the lead on this important project.
She came up with a bunch of names that were adequate, but not super original. She wasn’t satisfied and kept at it like a squirrel hunting for nuts in the fall. One morning she came into the office and announced she had our new name. When she said “Owler” we all almost fell out of our chairs laughing.
Let’s be clear – I’m not Tom Siebel – in a whole bunch of ways. No way am I the kind of guy to name a company after himself. That said, Janet is one tough lady. She said the name was perfect and that we were going to rename the company Owler. She went out and tested the name and it absolutely killed every other idea. Most people don’t even associate “Owler” with “Fowler”, especially if they don’t know me. I was sheepish at first, but now I’m just bullish. I love the name and look forward to creating a brand with huge personality.
The funniest part of the whole story is the naming of the Owl icon – the orange owl on top of our logo. Our clever Dir. of Design, Gregg Lavine, named him JimF (ya gotta love left brained people). The design team has already created a whole bunch of JimFs. Here are some of my favorites:
So there you have it. JimF Owler. We love our owl and plan to make it world famous. Stay tuned for videos of JimF coming your way soon!