The first step was to decide the criteria the new name must meet. It was decided the new name had to:

• be easy to say and spell
• reflect the company philosophy and services
• have a more progressive sound and look
• be unique to our area and the marketing industry
• be selected in time for a January 1, 2000 roll-out

Once the criteria were set, the real work began. At company-wide brainstorming sessions over 100 descriptive names were suggested. These words served as a springboard to develop name ideas. This list of 100 names was progressively narrowed down until SalesFacs had a new name StoneRiver.

The name, StoneRiver, met all criteria. The philosophy behind the name highlights our two main strengths: rock-solid principles with free flowing ideas. Our art department abstracted the two main initials in StoneRiver to form the main symbols of the company.

The new name and logo accurately reflect critical company concepts that allowed SalesFacs to grow into StoneRiver. We expect those same concepts to serve StoneRiver and our clients as well into the future.