The Founder & The Force Multiplier cover image

Derrick Scarpaci & Katherine Williams on the Human Element of Brand Building

The Founder & The Force Multiplier

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How to Write a Great Brand Name for Your Company

The Varian Tista name is a combination of Latin words and Italian words. The company's founder, Derek Cevallos says he wanted to find the word that best expresses who they are and what their audience needs to hear. "It was really surprising to me that that hadn't even occurred to me,"Cevallos said about his inspiration for the idea.

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