You might be wondering why our name doesn’t sound like other technology service companies. We picked a bear to be our mascot because it symbolizes the entrepreneurial spirit of California, because bears are friendly, strong, intelligent, and fiercely loyal, and because many of our competitors seem to favor silly names that are designed to intimidate you.
We also noticed this AC Nielsen study about wine labels. It turns out that people in North America are twice as likely to buy wine with an animal on it as wine without an animal on it. Consequently, if you walk down the wine aisle in the grocery store, anything made after about 2006 has an animal. on. the. label. We read Guy Kawasaki’s Reality Check around the time we started the company, which recommended something early in the alphabet, easy to pronounce, with an available domain name, and with an alliteration. So we wanted an animal that was early in the alphabet, strong but unintimidating, and an alliterative adjective. There weren’t many choices that fit that criteria.