TMCnews Featured Article
March 15, 2006
Excel Switching, Brooktrout Re-group as Cantata
By Michelle Amodio, TMCnet Associate Editor
Seven months after first announcing its intentions to combine forces, Excel Switching and Brooktrout Technology announced the two companies will be harmoniously renamed "Cantata Technology."
The companies announced that the credit for their latest “composition” comes from SVM, a business-to-business marketing communications agency that was selected to execute the development of Cantata’s brand, focusing on the foundation and mission of the new company.
According to the release, the largest challenge of designing the new Cantata brand was merging the experience and skills of Excel and Brooktrout’s into one identity. The word “cantata,” a musical composition in which talents are blended together to create something distinctive was proposed by SVM, along with a visual based on a musical symbol that represents a “worldwide standard measure on which all musical compositions are created.”
The new branding was furnished in just over four months.
The combined company will continue to focus on investing in technologies that enable service providers and enterprise customers to develop new products, introduce new services and cost-effectively transition networks to VoIP.
Michelle Pasquerello is Online Channels Editor for TMCnet. To see more of her articles, please visit Michelle Pasquerello’s columnist page.