Name change of A-Squared Anti-Malware v5

Discussion in 'other anti-malware software' started by Triple Helix, Apr 13, 2010.

Thread Status:
Not open for further replies.
  1. Triple Helix

    Triple Helix Webroot Product Advisor

    Joined:
    Nov 20, 2004
    Posts:
    12,011
    Location:
    Ontario, Canada
    Name change: Emsisoft Anti-Malware
    Farewell a-squared! As of version 5.0 "a-squared Anti-Malware" will now be called "Emsisoft Anti-Malware".

    This change is being made for the following reasons:

    Too many non-English speaking customers have problems correctly speaking the name "a-squared".
    Although the name "a-squared" is unique worldwide it says nothing about the nature of the software.
    Product names that are too long have proven somewhat confusing in the past.

    More info Read here: http://www.emsisoft.com/en/kb/articles/news100412/
     
  2. Ibrad

    Ibrad Registered Member

    Joined:
    Dec 8, 2009
    Posts:
    1,949
    I really liked the name A-Squared, maybe they should have just called it A2 Anti-Malware.
     
  3. Page42

    Page42 Registered Member

    Joined:
    Jun 18, 2007
    Posts:
    5,828
    Location:
    Last Breath Farm
    And now, English speaking customers can have problems trying to correctly speak the name Emsisoft. (MCeeSoft?) ;)
     
  4. EscapeVelocity

    EscapeVelocity Registered Member

    Joined:
    Apr 1, 2010
    Posts:
    368
    I preferred A-Squared. It was a well established and known brand name in computer security as well.
     
  5. andylau

    andylau Registered Member

    Joined:
    Jan 27, 2006
    Posts:
    679
    The name "Emsi" comes from the initials of the founder "M C".

    Code:
    http://www.emsisoft.com/en/company/about/
     
  6. mvario

    mvario Registered Member

    Joined:
    Sep 16, 2008
    Posts:
    339
    Location:
    Haddonfield, IL
    And a-squared Free is now called Emsisoft Emergency Kit
     
  7. SIR****TMG

    SIR****TMG Registered Member

    Joined:
    May 31, 2004
    Posts:
    757
    Wow a real shock
     
  8. ratwing

    ratwing Guest

    "What's in a name? that which we call a rose
    By any other name would smell as sweet;"



    From Shakespeare's Romeo and Juliet, 1600
     
  9. mvario

    mvario Registered Member

    Joined:
    Sep 16, 2008
    Posts:
    339
    Location:
    Haddonfield, IL
    How'd that work out for Romeo and Juliet?
     
  10. ratwing

    ratwing Guest

    Well...Yeah...but....
    OK,not so good.

    rat
     
  11. Noob

    Noob Registered Member

    Joined:
    Nov 6, 2009
    Posts:
    6,468
    Yeah, A2 was getting known in the security community :rolleyes:
     
  12. Saraceno

    Saraceno Registered Member

    Joined:
    Mar 24, 2008
    Posts:
    2,404
    From a branding perspective, Emsisoft is much better.

    You have (for example, not sure if this is what they'll be called):
    Emsisoft Anti-Malware
    Emsisoft Mamutu
    Emsisoft HiJackFree
    Emsisoft.....

    you'd tell people, download a-squared free, they'd say, 'where from', from emsisoft.com. Now you can say, download Emsisoft's Mamutu, and they'll know where to go.

    Either way, Mamutu, HiJackFree (free), Anti-Malware (free and paid), are all exceptional products.
     
  13. Kees1958

    Kees1958 Registered Member

    Joined:
    Jul 8, 2006
    Posts:
    5,857
    Hi,

    Having been in the design and branding industry for the last 6 years, It is a common problem when a one product company matures into a product range.

    A2 was a good a name for their main product for several reasons, becasue it told something of the unique capacities of A2 AntiMalware
    - two blacklist engines
    - heuristics plus intrusion prevention (A2 IDS = Mamutu)
    - community voting (of intrusions) plus surf protection based on risk stats

    Then the company expands its product range and faces the following problem
    a) do I continue to build value into the A2 name
    b) do I start to build value into the company brand (which serves as an umbrella brand and value endorsement of other products)

    When you are planning an IPO (get a quatotation on some stock exchange) to raise more funds for product development (or acquire cash to buy OA) the option B is a viable option.

    A better option is often to rename the company to their main product (rename Emsisoft to A2). This (renaming Emsisoft to A2) comes with some re-branding costs and the issue that you have a product brand and an umbrella brand with the same name. There is a solutions for this by making your umbrella brand the general identifier with a funtional qualifier to pinpoint a product, example

    - DefenseWall HIPS
    - DefenseWall Personal FW
    - Comodo Time Machine
    - Comodo FW
    - Comodo Internet Security

    For A2 the best option was not easy becasue of their existing other product names (Mamutu would become A2 Mamautu this should also be renamed to A2 Intrusion Protection = family name plus product function descriptor).

    That is why they choose for EmsiSoft problably (indeed pronounced as as M-C -Soft).
    Before IPO it is better they have to find a name
    a) which sounds nice in several languages (preferable their main markets),
    b) which is not owned by some one else
    c) relates to security when trying to Google it
    d) does not have negative associations in their main markets
    e) here is where the free consult ends :D

    Regards Kees
     
    Last edited: Apr 14, 2010
  14. emsisoft

    emsisoft Security Expert

    Joined:
    Mar 12, 2004
    Posts:
    312
    Location:
    Nelson, New Zealand
    Kees, well combined!

    Indeed we had the problem of 1 company name + 2 brand names (a-squared and anti-malware). The full name "Emsisoft a-squared Anti-Malware" is far too long, so we had to make a cut and remove one of them. As "a-squared" is the only part that does not tell you anything about the product, it was clear which part is to be removed.

    Emsisoft is the company name as it always was, but nobody realized it because a2/a-squared was in the focus. Actually we never used the term "a2", only "a²" many years ago, until we realized that English keyboards don't have the ² key. ;)

    Anti-Malware is the product name, along with others like Mamutu, Emergency Kit, MalAware, BlitzBlank, etc.

    While we expect to have some loss by giving up "a-squared", we think it is the best decision for the long run.
     
  15. Kees1958

    Kees1958 Registered Member

    Joined:
    Jul 8, 2006
    Posts:
    5,857
    Christian

    Nothing better than an explanation of the number one MC of MCsoft (CEO of Emsisoft) :D

    You might need to send out an e-mail asking your support guys to remove the A2 icon and A2 tagline from their avitars/forum identities and remove A2 icon and old logo of Troy anti trojan of web site banners ;)

    About the possible loss of brand recognition with A2: when your marcom department does it correctly and your product/web designers do a nice job you might even get substantial media coverage as a bonus
     
    Last edited: Apr 14, 2010
  16. andyman35

    andyman35 Registered Member

    Joined:
    Nov 2, 2007
    Posts:
    2,336
    Impressive,just impressive!:thumb:
     
  17. blacknight

    blacknight Registered Member

    Joined:
    Sep 25, 2007
    Posts:
    2,433
    Location:
    Europe

    I'm not English, but I never ha some problem to read or speak A-Squared ! :D . But I understand the brand problems explained in the emsisoft post.
     
  18. Edwin024

    Edwin024 Registered Member

    Joined:
    Nov 14, 2004
    Posts:
    1,000
    And now for the new icon :)
     
  19. ratwing

    ratwing Guest


    Neat,great explanation.


    @Case: when I am fully sober, I will get this:"MC of MCsoft (CEO of Emsisoft)"


    rat
     
  20. Kees1958

    Kees1958 Registered Member

    Joined:
    Jul 8, 2006
    Posts:
    5,857
    When you have to explain a word joke it has gone sour

    Emsi in German is pronounced MC in English

    Christian is CEO (Chief Executive Officer) as such he is the MC (Master of Ceromony of MCsoft)


    :oops:
     
  21. raven211

    raven211 Registered Member

    Joined:
    May 4, 2005
    Posts:
    2,567
    If you didn't say that I wouldn't notice. ;) I may not be from England or America myself, but I'm from Sweden and personally good at foreign languages in general.
     
Loading...
Thread Status:
Not open for further replies.