If only the name were as handsome…

The name of this company is more than meets the eye. True, it looks Greek. Could it be an obscure goddess? Nope. According to Aletheia, their name is ‘the classical Greek word for “truth and disclosure,” of bringing facts into the open.’ So, it is only fitting that “an independent, registered investment advisor dedicated to uncovering investment truth” dug deep for meaning. However, this name came to acquire different shades of that over time (and more than those dealing with truth and then disclosure), particularly in the early to mid-20th century, thanks to German philosopher, Heidegger.

Their ad here implies they are above taglines, but they have one, even if they don’t want to admit it: “Research and Management.” Meanwhile, online, and perhaps since that ad, they have migrated to “Research and Management, Inc.” The “Inc.” does not help them at all. In fact, it looks cheap and detracts from their specialty. A tagline helps you position yourselves in the minds of your audiences. Waving around the fact that you are incorporated adds no relevant value. Further puzzling is whether or not they even do any advertising anymore, as on their philosophy page, they supposedly subscribe to “an avoidance of…traditional information channels….”

While the name has great intention, it is dogged by the fact that most will not recognize the word as having anything meaningful to it. The name looks made up, with the goal being to secure a pristine .com, what with all the vowels. Long ago a more understood word, it is now arcane. As such, the company loses an opportunity in their tagline, by which they could have brought me more into their story. If they told me more about how they do research and management, how they outdo the competition in that area, well, then they’d be talking.

For more truth of the matter, see: http://www.ontology.co/aletheia.htm

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