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Tungsten Branding Renames Global Business Process Automation Provider

When Autoweb, a company known as the de-facto standard for data exchange in North America, acquired European-based Secorex, they needed a new corporate name that reflected their global reach and influence. Their search brought them to Tungsten Branding, a corporate naming firm responsible for branding over 150 companies and products over the past five years.

"We wanted a name that described our unique ability to connect organizations and their business partners all the time, everywhere around the globe," reports Mimi Miles, vice president of marketing for the newly named firm. "We were able to work with Tungsten Branding to identify a number of alternatives that met our goals, with Trubiquity emerging as the clear winner."

The name Trubiquity results from the combination of "truly" and "ubiquitous." It explains the company's ability to offer customers a truly universal business-process automation solution. The company serves over 5,200 manufacturing and supply chain customers in more than 40 countries. The new corporate name unifies the company under a single identity and conveys its global presence. The company extended its new brand architecture even further by re-naming its core IP-Exchange product as TRUExchange.

International branding has its challenges, according to Tungsten Branding president Phillip Davis. "On the most pragmatic level, a new company name has to be available from a trademark perspective, and also as a primary .com domain name," Davis states. "But beyond that, it still needs to convey a central idea, attribute or benefit that the company provides. In this case Trubiquity captures the essence of a company known for connecting enterprises across all global communication protocols and standards."

Trubiquity's customers represent many of the world's leading automotive manufacturers and suppliers, including Chrysler, Ford, General Motors, Honda, Mitsubishi and Nissan, as well as BAE Systems, Behr, Federal Mogul, Hella, Honeywell Aerospace, Johnson Controls, Lear, Metaldyne and Visteon.

For more information regarding Trubiquity, visit www.Trubiquity.com. For additional information regarding corporate naming and branding, visit http://www.puretungsten.com.

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