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StoryBrand

DiamondBack

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Our name evokes the Atlantic because of the similarity with the word and its sound. The Atlantic itself is full of metaphors – of size and depth, and of connections between North America with Europe and Africa. The hidden bonus in our name is in the very thing that makes it distinctive – swapping the usual ’t’ for a ‘d’ – because it suggests add, advantage, or even advertising. This is a bold, confident brand name that we are proud of.

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