The Name Inspector just learned about Incesoft, which claims on its website to be “the world’s leading provider of web robot technology”. Now, this is a Chinese company (which was selected for inclusion on the 2007 Red Herring 100 Asia list), so that’s a bit of an excuse, but…Incesoft? Is that the very best name they could come up with? Did they consider alternatives that evoked no primal human taboos in English and just find them too humdrum?
Even leaving aside the association with inappropriate intrafamilial contact, this is a terrible name. How are you supposed to pronounce it? If the first part is supposed to rhyme with the word wince, then the two syllables of this name are separated by an impossibly long hissing sound. It hardly helps to insert a little schwa sound for the e. But maybe there’s another pronunciation that makes more sense.
If there are Mandarin speakers reading this, please help The Name Inspector understand how this monstrosity might have come into existence. Is the Ince- part based on a transliteration of something nice? A family name perhaps?
Some naming companies offer a service that allows you to screen names in different languages. (The Name Inspector helped to develop just such a service at one of the companies where he worked). Incesoft perfectly demonstrates the need for this service. This name should have been vetted in English before being unleashed on the world. It’s for a global technology company, after all.
All this shows the downside of marketing on the web. It’s never been easier to create a global brand, and it’s never been easier to saddle yourself with a horrible name.