Announcing: FOND

A company name should reflect a single, big idea. By rising above the functional and descriptive, a name that speaks to a higher-order idea can endure and inspire forever.

At one time, the name AnyPerk made sense to its founders, as it describes functionally that they provide a range of perks to employees of their corporate customers. That is technically true: AnyPerk does provide product discounts and other perks.

But they are really more than that. The company had long-embraced a single, big idea to define their brand: “The employee happiness company.”

As a name, AnyPerk says nothing about this noble reason for being. Moreover, as the company expanded beyond perks per se to also offering rewards and other benefits, AnyPerk was limiting.

It had to change. 

I was honored with the invitation to create a new name for the company.

For six weeks, the senior team at AnyPerk and I weighed the relative merits of 140 names that cleared preliminary global trademark screening.

And today, AnyPerk, “the employee happiness company,” announced their new name:

Fond.

As a single, big idea, the name Fond will remain always relevant to the company and their customers. It will endure even as the company evolves. It’s easy to like.

I couldn’t be happier for them.

For their internal launch event, Fond asked me about the name. Here's what I said:

Fond's blog has a post detailing their rebranding. Their VP of Marketing, Michael Stapleton, offered these kind words:

"We're thrilled with Fond! Anthony did a wonderful job uncovering this name that was remarkably untaken. It so clearly reinforces our mission of 'helping companies build places where employees love to work,' but isn't an obvious, too-on-the-nose choice. It also leaves room for the brand flexibility we need as we grow."

Congratulations to my wonderful clients at Fond on their successful launch!