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Their business is ultramodern, but the names of Tara Software and Betah Associates (#218 and #256, respectively, on the 2000 Inc. 500 list) hark back to ancient traditions. Tara refers to Ireland's Hill of Tara, the historical seat of Irish kings. As legend has it, the king's men would critique craftsmen who were on their way to Tara, allowing only the best of them to reach the top of the hill and display their wares. Roger Mills, Tara Software's CEO and an Irish citizen, says the name evokes the idealistic work environment that his company embodies. And in dubbing her communications consulting company Betah Associates, Wilhelmina Bell-Taylor hoped to convey a feeling of trustworthiness to her customers. Betah, a Hebrew term derived from the Old Testament, means trust and confidence.

Copyright © 2000 G+J USA Publishing

Related resources at inc.com:
Brand Marketing: The Dos and Don'ts of Naming
The Name Game
Forgo the Logo
The Name's the Game

Last updated: Oct 15, 2000




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