What’s in a name? (Baltimore Business Journal)

Startups sometimes have names that feel like an assortment of intentions put together, rather than real words. Yet typically, extensive thought and strategy goes into naming and branding a business. The Baltimore Business Journal explores how several local startups created their names, and the meanings behind them. emocha, for example, has nothing to do with coffee; rather, the acronym stands for “electronic mobile comprehensive health application.” Other names are more logo-centric, such as ZeroFox (the founders wanted a “cyber-oriented” name with an animal mascot), while others are real words (Tenable), or another language (Protenus is Latin for upward or onward).