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Oclaro: What's in a name?

April 28, 2009

Posted by Stephen Hardy

I'm always curious about how companies come up with their names, particularly in this age when nothing escapes the scrutiny of the spin doctors. So I asked Howard Jones, who does PR for what used to be Bookham, how the Bookham/Avanex combine came up with "Oclaro." He sent me the following, which I was told to consider as straight from the mouth of CEO Alain Couder:

    "The name Oclaro was created as a combination of 'Optical' and 'Clarity.' The word communicates our clarity of vision, with an emphasis on knowing where we are going with a clear direction in the photonics market.

    "The new tagline, 'Shining Light on Photonic Innovation,' further emphasizes our dedication to innovation, leveraging our components, modules, and systems-level expertise in photonics."

I have to admit that when I first saw it I immediately thought of a compact car (as in "...the new Ford Oclaro!"). That said, like any new name, it probably just needs a bit of time to settle in.

What do you think?

Labels: , ,

Blogger primate said...
Oclaro first made me think of occlude, but I don't believe that this will be a universal association.
Tuesday, April 28, 2009 2:47:00 PM EDT  

Blogger JMacinSJ said...
Isn't Meghan Fuller wearing a pair of Oclaro's in her bio pic'?
Tuesday, April 28, 2009 6:20:00 PM EDT  

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The Lightwave editorial staff uses The Lightwave Blog to share their thoughts on optical communications and whatever else might be the current topic of conversation from cubicle to cubicle. Feel free to add your own opinions.

Stephen Hardy is editorial director and associate publisher of Lightwave, which makes him responsible for the editorial aspects of the Lightwave franchise. A technology journalist since 1982, he once had his job duties described as "gets paid to tick off advertisers ".

Meghan Fuller is senior editor of Lightwave. She has degrees from Franklin & Marshall College in Lancaster, PA, and the University of Delaware and is a card-carrying member of Red Sox Nation.