The American Podcasting Company needed a new name to take them beyond podcasting associations and help position them as a vibrant new media company.
Gimlet not only suggests a refreshing gin gimlet; it’s also the name of a tool for boring holes, giving us the phrase gimlet-eyed, meaning “to have keen vision or insight” — a perfect name for a fresh and insightful media company.
Start-ups are different. They need names that signal the company and its products are about the future, not the past. We have always enjoyed close ties to Silicon Valley, and our credentials include revolutionary and billion-dollar brands such as PowerBook and Pentium. This tradition has continued with more recent cutting-edge innovators such as Ten-X, Lucid Motors, Lightbend, and Tangible Science.
Some Start-Up & Innovation Brands We've Named: