In the 1990’s Dan Farmer was an independent developer who created SATAN which stands for System Administrator’s Tool for Analyzing Networks. Through buzz and word of mouth, SATAN became a popular tool which eventually led Farmer to form the company Elemental Inc. In an interview with Business Week Farmer says the following about the success of SATAN.
I’m a really huge believer in marketing and messaging. Part of SATAN’s reason for success was its name: System Administrator’s Tool for Analyzing Networks. That acronym propelled it to a lot of places where it wouldn’t have gotten much visibility. I think the power of names, the power of messages, the power of how people perceive things is really crucial. The technology by itself, if no one knows about it and no one uses it, is pretty useless.