Athol Martin Foden


Naming Blog



 See also






  • Founder of two naming agencies.
  • Successful V.P. level sales and marketing management experience, using all distribution channels.
  • Proven ability to manage creative, technical, sales and marketing teams including product management, advertising, promotion and sales support groups.
  • Extensive technical knowledge of Internet, computer, peripherals and software industries.
  • Very successful marcom background, including P.R., trade shows, tech. pubs, online and direct marketing, as well as direct mail on both the client and agency side.
  • Award winning communicator, especially writing and speaking.
  • Strategic business planning for new divisions and startups, including service companies.
  • Extensive education and training experience in management, sales, marketing and product arenas.
  • Personally developed numerous small websites (including publishing) and business plans.
  • Extensive market research and competitive business intelligence projects.
  • Author and publisher of six eBooks on marketing and branding for technical managers.
  • Publisher of two children's series of books.
  • Personal eNewsletter on marketing. Complete writing, design and distribution.


Sales and Marketing Consultant    2001 – Present

  • Senior advisor to the International Business Incubator on various US market entry research projects.
  • Founder and Principal of Brighter Naming, Silicon Valley's independent naming agency.
  • Channel marketing and positioning consultant for Netrova (network maintenance tools), EventBee (web event management), Riverwind Metallics (metal coatings), Airtronics (engineering), Orchards Before (Real Estate), Weigh To Health (Nutrition), PALBC (Sports), etc.
  • Business competitive intelligence, Search engine optimization and marketing, Internet automobile sales consulting, etc.
  • Writer and author of business plans, market research reports and marketing books.
  • As cofounder, developed complete positioning and niche market entry discoveries, target audience profiles, messaging, websites (some eBusiness enabled), marketing tactics (especially trade shows) and initial sales channels for Haglund USA (wholesale importer) and (jewelry).
  • National chair of marketing and promotions for USLBA (now retired)

VP Branding  - NameTrade/Cintara  1999-2001

  • In 1993, co-founded a professional naming agency called NameTrade, but only joined them later in a full time capacity as it merged with a design firm to create Cintara.
  • Executive sales, strategy, positioning, facilitation and branding project manager.
  • Opened major accounts like FileNET, Elpida (Hitachi/NEC), ADP, State Farm, NEC/Motorola/Nokia, Dow Chemical, Bowne, Zeevo and Cingular.
  • Personally closed over 90% of sales revenue from naming and branding and generated great PR.
  • Extensive interface with graphics, print and web creative designers.

V.P Sales and Marketing – Ravel Software  1997-1999

  • Established complete marketing strategy and positioning messages worldwide.
  • Developed complete marketing, support, education and consulting departments, with website, marketing kits, positioning technical white papers, analyst briefings, etc.
  • Developed complete U.S. direct sales with five regional offices and all international resellers.
  • Productized 16 software titles, as well as consulting services, and trained all field tech. support.
  • Created all new licenses, packaging, contracts and reseller programs.
  • Helped close major OEM deals with Oracle and Viasoft.

Director of Marketing and Technical Services - Maxspeed Corp.  1994 -1997

  • Executive level responsibility for all marketing, support and service programs, as well as the identification of new product offerings and strategic vertical markets, especially in retail information systems, healthcare and hospitality verticals.
  • Implemented numerous partner and third party relationships while also creating completely new VAR marketing programs. Product manager for all communications, networking and graphics products.

Marketing Manager - Sony Microsystems  1988 - 1993

  • Managed all marketing functions for Sony Microsystems, after previously holding the positions of Product Marketing Manager and Technical Marketing Manager.
  • Launched Sony's Unix laptop workstations, and played the leading marketing role in the development of their subsequent new business plan.
  • Management and budgetary responsibility for marketing, tech writing, advertising, P.R., trade shows and the ISV program.

National Field Support Manager - Digital Research  1983 - 1988

  • Provided technical sales support, consulting and management for all OEM, VAR, retail and corporate customers.
  • Some product management responsibility for operating systems and graphics products, as well as the lead role in supporting graphics device drivers.

Product Manager - Nanometrics  1982 - 1983

  • Responsible for the final definition, development and market introduction of a turnkey UNIX-based real-time data collection and tracking system for the semiconductor equipment industry.
  • Played a major role in managing software contractors and industry market research.

Sperry Univac (now Unisys Corp.)  1974 - 1981

  • Working in Europe, Africa and San Francisco, progressed from technical systems analyst and project manager, to pre-sales support manager and then to full direct sales rep.


  • The SV Marketeer - eNewsletter
  • Spreadsheet Marketing - Planning for Success         
  • Brighter Branding - Best practices for the smaller business   
  • Brighter Names – Pragmatic naming for the smaller business
  • Brighter SEO – Organic search engine optimization
  • Emergency Golf - Surviving your first few rounds


  • Speed Naming  - Marketing Sherpa - June '05
  • Winning the Search Engine Wars - Jan 2004
  • Customer-focused efforts require listening – AMA’s Marketing News – Mar 2003
  • Walk like a giant, consult like a pro – IEEE/PATCA presentation, Sep 2002
  • Bringing your brand to life – Local series – July 2001     
  • To be heard, be different from the herd – Silicon Valley Ink – May 2001
  • Preparing for the Year 2000 – Local seminar carried on CSPAN3 – July 1998
  • Client/Server’s Y2K Problem – Brainstorm conference – June 1998       
  • Effective Direct Marketing - SCO Forum 1995
  • Networking and Multimedia - Chairman, InterOp Spring 1992
  • Multimedia: The Workstation Perspective - Spring Comdex 1991
  • UNIX: Open Systems Solutions for Networking - Spring Comdex 1991
  • Directions in Color Image Databases - Advanced Imaging Seminar June 1989
  • Imaging and Workstations - The Future   Panel member – Elect. Imaging Sept. 1988
  • Numerous technical white papers, especially in networking and software tools areas


     1991 to 2009.  U.C. Extension in Silicon Valley 

  • Popular, part-time, senior marketing lecturer and coordinator.
  • Courses taught include Positioning and Brand Management, Fundamentals of Sales and Marketing, Technology PR, Modern Strategic Business Plans, Product Marketing and Management, Successful Internet Marketing, Distribution Channels, Database Marketing, eBranding, etc.

    Corporate Training  - Various

  • Extensive programming, device driver, graphics, communications, tools and database courses on-site for various companies and College of Marin.
  • Numerous product training courses, tours, events and shows for field sales and channel.


B. Sc. (Comp. Sci. & Applied Maths) Univ. of Witwatersrand - Johannesburg
B. Sc. (HONS)  (Computer Science) University of South Africa
M. Sc. (Information Systems) Course work completed

(C) Copyright 2014 Athol Martin Foden, The Sierra Valley Marketeer and Foden Press.