Some might think it’s funny. Some might think it’s odd. Some might even think it’s kind of creepy in a science-fiction kind of way: that mash-up of the words “human” and “machine” that became the new name for Humach, an innovative company that’s out to revolutionize the way businesses interact with their customers. But Les Kerr thought it made all the sense in the world to claim a name that captures so well this brave new world of customer service, so he pulled in Brand Communers Jim Starr, Glenn Hadsall and Jason Gonzalez to help him flesh out the brand.