It's a cheap way to foster common identity. Look to professional sports, it's common to refer to players and staff as a Yankee, a Brave, a Charger, a Dolphin, e

It's a cheap way to foster common identity. Look to professional sports, it's common to refer to players and staff as a Yankee, a Brave, a Charger, a Dolphin, etc. They are not only a member of that group, but they are that group. It's a part of your identity. Even with schools, you're not just an alum, you're a Tiger, an Eagle, an Engineer, etc. So instead of "working at Google", you become a Googler. A tweep. A Metamate. A, I hope, Lyfter. The job is now part of your identity. You don't do a thing at a place, you are the company. And it costs nothing.