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July 21, 2011

Data Robotics Changes its Naming to Drobo

DroboLogo.pngNew technology company Data Robotics has changed its name to Drobo, Inc.

No, this is not the name of a long lost Hobbit (possible cousin of Bilbo and Frodo from the Lord of the Rings) but an acknowledgement of how customers refer to the company. It is also the name of one their best selling product, a multi-bay desktop storage unit that users populate with their own hard drives.

While making the "company and the product one singular, eponymous brand," they are also moving to a bigger headquarters in San Jose, CA.

According the the Drobo press release, "Our customers and resellers have come to recognize us by the Drobo brand and product name so we decided to make it official... We're just doing what they told us to do."

The verdict in the blogosphere is that this is a "catchy" name and certainly better than Data Robotics, which was created in 2004. The latter was a "practical" name but the new one gets the name of the week award.

A large percentage of yearly name changes in the US follow this pattern, in fact. Customers catch on to a product and the actual company name gets forgotten in the shuffle. Think about how America Online went to AOL or Citigroup changed to Citi.

Changing the company name to reflect a best selling product gives further equity to the product itself. The only problem that might occur would be if the Drobo product was eclipsed by a newer one. This is, after all, a new company in the technology space.

But for now, it seems clear that people like the Drobo name and it is certainly easy to remember!

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Posted by William Lozito at July 21, 2011 8:02 AM
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