5 Characteristics of Great Company Names

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It Tells a Story

Some names just drop out of the sky, so when inspiration strikes, take advantage. On Thanksgiving Day, 1904, the Holt Tractor Co was taking pictures of its latest earth-moving steam tractor. According to company founder Benjamin Holt's biography, a photographer noted how the tractor "crawled like a caterpillar." Holt overheard the comment and exclaimed, "Caterpillar it is. That's the name for it!" In 1910, Holt officially trademarked the new name for his construction equipment manufacturing company, Caterpillar. The lesson here is to always be listening. Inspiration can come at any moment.