August 25, 2006

Avaya Receives 10 on Asypta-Meter

Avaya is a classic example of a company built out of the "Asypta" school of naming. A, consonant, vowel, consonant, A. Avaya was spun off from Lucent at the end of 2000, and during the era of dot-com frenzy, the company didn't define exactly what it did very well.

From the company's spin-off press release in June of 2000, Lucent's president and CEO, Don Peterson said, ""We chose a name that would set us apart and capture what we're doing with the company - focusing on communications solutions for business customers. Avaya sounds open and fluid-reflecting a company that's open-minded and that provides seamless, effortless interconnections among people and businesses."

Source: Lucent

But what does that mean? Open, Fluid? Open-Minded? Sounds like some nice words to explain "Don't Know Exactly".

The Daily Telegraph, in a piece from December of 2005, ties into that very issue - company names that don't really stand for squat. They partially blamed Landor Associates, a San Francisco design group, for the name, and many others like it.

"If you ever wondered where those bizarre unpronounceable company names come from, look to the Landor crew. Avolar, Midea, Avaya, Spherion, Onity, Lucent. And Lucent's rival, Agilient. You know, like Lucent - but agile! Nice. Soon lots of big branding companies were picking up briefs and now our world is littered with Arrivas, Aptivas, Achievas and Avandas."

Source: Igor International

For fitting the stern criteria set out in the rules of Asypta, Avaya scores a 10.0 and is the first inductee to the Asypta hall of fame!

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