Conveying value concept instead of title

I was struck by Janice's message which quoted Fleishman Hilliard's guidance to focus on the naming process on "value-driven... expression of who the Association is and the distinct value it uniquely delivers" as opposed to "functional, title-driven" choices.

This is tricky but not unheard-of.  We need a brand that doesn't just show our own vision and creativity, but that inspires the vision and creativity of others -- a "Rorshach blot" if you will that will inspire us and our clients to see in the Association what they want and need it to be.

One organizational name that I think does this pretty well is EDUCAUSE.  Although it was formed in 1988 by the merger of Educom (the trade name for the Interuniversity Communications Council, Inc.) and CAUSE (originally the College and University Systems Exchange), the merged name left behind any attempt to be descriptive (or specifically mention technology), and instead is more inspirational/aspirational: a broad-based educational organization with a common cause, if you will.

So I'll throw out a couple of "farther-out" ideas, just as conversation starters:

1. InForward. (i.e. a portmanteau of Info and Forward) to convey the idea of "information leadership" as well as forward thinking and vision.

2. Kedalion (i.e. The Kedalion Organization, Association, etc).  In Greek mythology, Kedalion (or Cedalion, da??) was a tutor of Hephaestus who climbed up on the shoulder of the blinded giant Orion to guide the giant on his journey eastward to the healing light of Helios, which restored the giant's sight.  It's quite a bit more abstract, but could prove to be a good conversation-starter, and with the right tagline could wrap in concepts of leadership toward enlightement and vision from a position of "standing on the shoulders of giants."  Obviously, we need to be careful building on conventions of Western mythology when we're trying to expand reach internationally, but are there similar myths in other traditions?

Luke