I interviewed management and employees to understand not just the business goals but the corporate culture. Several messaging options and taglines were provided, and EBL picked "Enable."
About the concept
Enable is an action word that supports the idea of being a force multiplier. This fits in with the fact that EBL's middleware services intelligently leverage their clients' existing technology investments.
When spoken, "enable" is a strong word with a smooth sound. Visually, lower case letters of the word are composed of many smooth round characters. This gives the word a type of eloquence and, in EBL's case, offers additional benefits.
Scaleable to products and services
Enable is a scaleable concept that can change over time to address new product or service areas. For example:
enable B2B
enable connectivity
enable energy
enable growth
enable ROI
On the product level, it ties together various unrelated products with the key word enable:
enable your supply chain with cdX
enable your requisitions with eREQ
enable your ebusiness with EBL Commerce Server