What's In a Name?

At IF, we are committed to building stories and identities behind each of our clients—our greatest challenge was building our own.  Company President Will Furrer sat down with Florida Account Executive, Mandy Villalva to uncover the mystery behind the two letters.

MV:  So it never fails, about ten minutes into introductions and I am always asked the same question.  Inquiring minds want to know!  What does ‘IF’ stand for?

WF:  We were Intra-focus and customers began to ask for things from the IF team.  ‘Hey, can the IF team do this or that?’  So we listened to them and adopted the name.

MV:  And Intra-focus?

WF:  Intra-focus came from our reliance on developing web based applications that helped our customers focus on measuring, tracking and evaluating their sales and marketing programs.  But the name was shortened by our customers...and we always listen to our customers.

MV:  Wow!  That makes total sense now.  I guess I would have been abbreviating it that way in emails as well.

WF:  Yeah, that is what was happening.  It is a really good study in marketing.  If the market tells you to change, you change.  We were using it in contracts, proposals, emails to and from clients, so it was natural to end with that.

Although Will was able to clear that up for everyone, some office rumors are still circulating about possible underlying meaning in the I and F.

Resident Copywriter and coffee connoisseur, Kathleen Lindsey suspects a deeper meaning and lends the following leads: Ideas Fantastical, Intelligent Forecasting and Idrinkalotta Frappacinos.

Programmer Liam Wiles isn’t quite convinced either as he offers his more complex theories: Inwardly-Facing or Introspectively-Fixated.

But it is Sarah Handlos, Out-of-the-box-thinker and Designer Extraordinaire, that presents her take on the matter from a different angle.  In true Handlos style, she is quick, clean and to the point with her presentation:  Terr-IF-ic.