Sometimes a company name communicates a message on its own, and sometimes the story underlying the name adds depth and distinction to that message.
Isis Group International, for instance, uses the name of an Egyptian goddess in a word combination that comes across well to the ear and looks great in an artfully designed arrangement of fonts, shapes and colors. (See the logo at www.isisgroupinternational.com.)
The tag line clarifies what the firm does: Training and Consulting for a World of Difference. The firm’s three experienced consultants conduct cross-cultural training, coach international executives, help smooth the process of cross-border mergers, and more.
With the story behind the name, an even deeper level of meaning unfolds. I wrote it this way for the opening section of the firm’s brochure:
“Isis: Insightful Guidance for Global Success
“In ancient Egypt, the goddess Isis possessed a well-earned reputation for exceptional tenacity, intelligence, healing, resourcefulness and creativity. Isis Group International follows in her footsteps with customized consulting, training and coaching for today’s...
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