Naming In The News

Strategic Name Development Creates New Product Name for the resQ™ Pet Tracking System

April 26, 2007 – Minneapolis, MN – The name for the new resQ™ Pet Tracking System was created by Strategic Name Development, Inc., a naming company that develops product names, company names and taglines, and conducts brand name research with its proprietary Name DNA Validation™ methodology.

resQThe resQ Pet Tracking System includes a tiny microchip — about the size of a grain of rice that is encoded with an identification number and is injected under the skin of the pet with a needle, just as if the pet were receiving a vaccination. Each microchip contains a code that is unique and readable by scanners based on the ISO-standard 134.2 kHz frequency. When a lost pet arrives at a shelter or veterinary practice, the pet can be identified by its resQ serial number and returned to its owner.

"resQ is short, easily pronounceable, and focused on the key concepts of reunion and security for one's pet. We were proud to have been able to contribute toward the development of the resQ Pet Tracking System," said William Lozito, president of Strategic Name Development.

In the United States, competing companies hold separate registries and require different scanners to detect pet microchips, causing confusion and reducing the chips' overall effectiveness. resQ solves this problem by utilizing a scanner that can read all brands of chips tested*, a true no-cost pet registration database and ISO (International Organization for Standardization) compliant microchips for companion animals.

resQ is available to pet owners via shelters and veterinarians across the country. Visit to find a veterinarian near you that offers resQ.

About Strategic Name Development, Inc.

Strategic Name Development, Inc. is a naming company that combines linguistics, creativity and target market research to create brand names that are instantly recognizable, memorable and strategically sound, augmented by brand name research. The company works with clients to develop product names, company names and taglines. As thought leaders in naming and branding, Strategic Name Development, Inc. also publishes a daily blog focusing on emerging naming and branding topics. For more information about Strategic Name Development, Inc., please visit

For more information, please contact:
Katya Miller, Director of Communications
(952) 830-4100

*Third-party test results confirmed that the resQ reader successfully read 200 out of 200 encrypted AVID® microchips, 50 out of 50 unencrypted AVID microchips and 100 out of 100 HomeAgain™ microchips.

Note to editors: resQ microchips cannot be read by older, 125 kHz scanners