“Frankly, when we first called Beth, we were planning to
spin off and name a second company. Beth challenged our
assumptions. She asked tough questions, gave us
homework, and deftly managed our team through an
amazing process that involved nothing short of
restructuring our entire firm. With that groundwork in
place, she then led us through a process that resulted in a
terrific name that reflects our new focus.”
Chris Hazelmann, CEO, Prolumina Trial Technologies
Prolumina
ProVideo/Seattle was bursting at the
seams, offering a myriad of trial
technology services to litigators
throughout the country. Instead of
accepting the assumption the
company should split in two, Beth
led upper management through a
series of intensive workshops
showing how one branding umbrella
over a restructured hierarchy of
services could result in economies of
scale and cross-selling synergy.
The goal for the new name was twofold: to create an
overarching moniker that could unify the various divisions
of the company, and to create a name that might retain some
brand equity. The name Prolumina, which means "for
illumination," captures the essence of the firm's mission to
help litigators illuminate the facts of a case impactfully.
And it retains subtle echoes of the former name, providing
an easier, more economical transition.
copyright © 2007 - 2008 Beth Brosseau