Carmax
Used Car Retailer
Many consumers felt that buying a used car was an unpleasant and seedy experience. Circuit City wanted to change that perception and make this type of purchase more enjoyable and professional. They hoped to create a unique atmosphere for the buyer where all the cars had warranties, a set price and documentation on past repairs and maintenance. The staff would be well-groomed, well-dressed and provide outstanding service in an attractive car-buying environment.
Circuit City preferred an easy to understand, automotive related name. Something short enough to really pop on signage and billboards but suggestive enough so that prospects driving by would have a pretty good idea of the concept. They also hoped for a name that supported their positioning of an optimal car-buying experience.
After the NameStormers presented a variety of names, Circuit City selected Carmax. It was short, easy to spell and not likely to be mispronounced. The "car" prefix directly related to the automotive business and the "max" suffix suggested the maximum value in a used car. The URL was also available and the name cleared preliminary trademark hurdles. The rest is history, with Carmax stores now a common sight in many markets around the country.
Vioxx
Anti-inflammatory Drug
Merck & Co., Inc., a leading global pharmaceutical company, needed to name a new anti-inflammatory drug. The new name needed to work around the world for physicians, pharmacists and patients. Given past experiences with global trademark challenges, a coined, made-up word was felt to have a higher chance of trademark registrability in all the key foreign markets.
Merck preferred a shorter name that could be quickly written out as a prescription by doctors but different enough than related products to eliminate possible confusion at the pharmacy. The name also had to somehow tie to its chemical formulation: a COX-2 inhibitor, without sounding so "pharmaceutical" that it turned off consumers or was impossible to remember.
After extensive legal research, NameStormers' Vioxx suggestion was selected as the ideal name.
The name was very short and snappy. The "oxx" ending helped identify it with the Cox-2 inhibitor category of drugs. The "Vi" prefix, coming from the Latin for life and living, appealed to consumers. The two "X's" at the end at the end of the name suggested strength and innovation and added a visually distinctive element, which helped draw the eye, and added to the name's memorability and global success.
Puron
Environmentally Friendly Refrigerant
United Technologies, an Indianapolis based manufacturer of Carrier and Bryant air conditioners and furnaces, recruited NameStormers to brand an environmentally sound Freon® replacement. Freon is being eliminated from air conditioners over the next few years because of environmental worries such as global warming. This project presented some interesting naming challenges:
1) United Technologies wanted the new name to sound similar to Freon;
2) It had to be easy for their retail dealers to explain to their customers;
3) The name needed to be short enough to provide a "billboard effect" on the sides of their trucks;
4) The new name needed to sound greener and more environmentally friendly than the current Freon brand name.
NameStormers developed numerous name candidates, prescreened each for potential trademarks and presented those that passed to United Technologies. United Technologies selected Puron as the new name. The name was easy to spell and say, had the same number of letters as Freon and had the same "-on" ending, making it easier for retailers to explain to customers. In addition, the "Pur-" root sounded consumer friendly, environmentally correct and connoted to consumers a clean and safe refrigerant.
Puron worked on multiple levels with consumers and helped United Technologies establish a strong, memorable brand name that is giving Carrier air conditioners a competitive point of differentiation in the marketplace.
Cherubs
A Grape Tomato
Desert Glory, a San Antonio based tomato grower, enlisted the help of NameStormers to brand their NatureSweet family of grape tomatoes for the club retail channel. Grape tomatoes are replacing cherry and roma tomatoes because of their sweeter flavor and ideal size. A growing number of restaurants are selecting grape tomatoes for salads and prepared dishes due to their sweet and robust taste. Consumers are even snacking on grape tomatoes because of their superior flavor and health benefits.
This project presented some interesting challenges:
1) Most tomatoes are not branded today;
2) Desert Glory had a very limited branding budget;
3) The new brand name had to hit the ground running and be as viral and self-propagating as possible;
4) The new brand needed to connect with consumers in a way that would get them to remember and prefer this specific tomato.
NameStormers visited Desert Glory's offices and local area club stores, developed hundreds of name candidates, prescreened the best for potential trademark issues and presented those that passed. After careful consideration, Desert Glory selected "Cherubs." The name was easy to say and spell, it was very different than anything in the category, and most importantly, it connected emotionally in a fun, memorable way with consumers. In addition, Cherubs was short enough to easily fit on a small, plastic carton in a club or grocery store. It came with an appropriate meaning already (e.g., cute, small, red-cheeked angels), was not overloaded with negative associations and offered the potential to be infused with other attributes like great flavor and a fun, anytime snack.
Cherubs offered Desert Glory the opportunity to build a strong, distinctive, category-defining branded grape tomato without a huge investment.
Symmetry
A Premium Passenger Tire
Michelin wanted to develop a new name for a line of premium passenger tires that would be used as original equipment on new vehicles like the Honda Odyssey.
The tires had some of Michelin's best engineering behind them, offering a good balance of handling, traction in all kinds of adverse conditions, superior wear, sound deadening and quick, responsive braking. The tire offered all this engineering innovation at a very reasonable price.
While the NameStormers discovered through its legal research that many initial name ideas were already in use, some unique ideas started to surface after field trips to various tire retailers. The ultimate winner was Symmetry. It supported Michelin’s reputation for superior design and engineering. It was a real word that suggested a good balance between many different features. It was relatively short, easy to spell, say and remember.
At different automotive dealers across the country, Symmetry tires can now be found on a variety of new vehicles.
Mirra
An Ergonomic Office Chair
Herman Miller needed a name for a new office chair. The chair was designed with the human body in mind, offering a wide range of ergonomic features. It was flexible and resilient enough to support the full range of seating positions and body movements throughout the day.
The name needed to be short, preferably a single word. It needed to support an upscale, more premium brand positioning. It also had to reflect the unique ergonomic design that differentiated this chair from competitive offerings. Finally, it needed to work well around the world.
Many initial name ideas failed NameStormers' domestic and international trademark screenings. Also, the NameStormers listened to over 20 key Herman Miller professionals in sales offices around the world, soliciting their feedback after each round of creative naming. NameStormers was particularly interested in comments on potential linguistic problems, contemporary usage issues or cultural concerns. Feedback was collected and tabulated, key comments were highlighted by country, and names were ranked based upon overall worldwide acceptability. This information was shared with the Herman Miller core naming team throughout the process, and ultimately the Mirra name was selected.
Mirra, derived from mirror, leveraged the idea that the chair mirrored the movements of the body and joints. Mirra also came from the root "mira" as in "miraculous" flexibility, comfort and durability. It has proven to be a distinctive and memorable name around the world.
Pizza Cravers
Doritos Flavor Name
When Frito-Lay asked NameStormers to name a new flavor of Doritos, they requested that it be descriptive of the flavor, but more unique, exciting, and interesting rather than traditional sounding. They preferred a name that wasn't overly cute, too earthy, or sophisticated. It shouldn't be misleading or irreverent, and needed to fit on a small package.
"Pizza Cravers!" generated excitement, suggesting this wasn't just a pizza flavor, but an extraordinary pizza flavor, one you'd love, crave, maybe even dream about. It had the right personality, was playful and fun, and also fit the positioning and brand equity of the Doritos brand. It telegraphed what this chip was really going to taste like.
Clean Xchange
Electric Shaver
Remington had developed a new razor - the only electric shaver with a disposable head. Such a revolutionary product needed a name that hit the ground running, immediately conveying the ease of use and no mess benefit. An exciting name that stood out from all the rest of the electric shavers already on the market.
Specifically, the name needed to address, in a gender neutral or slightly masculine way, not only the new time-saving and less-mess convenience of its disposable head, but also the resulting fresh, clean and rejuvenating shave. Each time the head was replaced, it delivered a "just like new" performance.
But the new name needed to avoid overpromising. The new disposable head feature couldn't eliminate all skin irritation for everyone, and electric razors would never provide as close a shave as a blade.
NameStormers provided Remington with over 50 names, a number of which they liked, but Clean XChange came out on top. It was an easy and intuitive name, one that conveyed how the shaver worked and its benefits. It sounded different from the other shavers on the market without sounding feminine, and fit with Remington's positioning of offering no compromises. To see a commercial highlighting this new shaver, go to
www.cleanxchange.com
Brazilian Bold
Coffee Blend
7-Eleven, Inc., the world's largest chain in the convenience retailing industry, sells a lot of coffee. Their mission is "to consistently serve the changing needs of customers for their convenience." It only makes sense, then, that they are continually developing additional coffee blends to meet their customers' needs.
New products need new names. With the introduction of a rich, robust coffee blend, the kind usually offered only in coffee houses, 7-Eleven turned to NameStormers. They needed a name that would denote bold flavor and superior quality while evoking imagery of the high mountains of Central and South America.
South America … high mountains … large. Brazil, the largest country in South America. Brazil … brazen. Brazen … bold. Bold flavor. Brazilian Bold. The name 7-Eleven decided best fit its new blend, but just one of the numerous names proposed by NameStormers.
Privacy Wall
Personal Identity Protection
AOL needed a name for a new value-added service for its members: a firewall with extra layers of protection for an individual's privacy and identity. It was a secure barrier, keeping hackers out and blocking access to sensitive files, financial records, and personal data by monitoring Internet and network activity.
With NameStormers' help, AOL selected Privacy Wall as the moniker for this new service because it was easy to understand and provided a concrete way to visualize the value the service provided. It ended up becoming one of AOL's most successful service offerings.
Itzakadoozie
Multi-colored Frozen Treat
After great success in South America with one of their products —a long, spiral-shaped, multi-colored frozen treat — Nestle decided to introduce it in the United States. Needing a new, more American-sounding name, they called NameStormers.
Nestle asked for a name that would appeal not only to kids, but to the moms who were in charge of the shopping, as well. It needed to be distinctive compared to other frozen treats, and playful to fit its multicolored, spiral personality. Last but not least, it needed to be a long name so it would span the length of the longer-than-your-average wrapper.
Ultimately, Itzakadoozie was chosen because kids liked it, they remembered it, and it was fun to say. It definitely fit the personality of the product, and it was even long enough to span the entire length of the wrapper.
Fresh Energy
A Non-Profit Environmental Group in Minnesota
Minnesotans for an Energy-Efficient Economy (ME3), an environmental lobbying and legal advocacy group based out of St. Paul, Minnesota, needed a new name. Many people couldn't remember what the group's acronym stood for, including some of ME3's own employees and key members of the media. Minnesotans for an Energy Efficient Economy was often cited in the press as just "a local environmental group in St. Paul."
The new name needed to speak to the vision and goals of the organization, which included promoting renewable energy. It also needed to stand out from a crowd of other alphabet soup, environmental group acronym names.
The "renew" root was evaluated for inclusion in the new name but dismissed as overused, not evocative enough and not ownable as a trademark. The NameStomers decided to apply some of their cross-industry experience to this project, considering words and phrases that had gained traction with the public in other industries. One of these industries was food and beverage, which ultimately yielded the Fresh Energy name.
Fresh Energy put a new spin on renewable energy, bringing lots of positive associations immediately to the table. Fresh equated to good for you, good for the environment and good for the economy. The word "fresh" also tied in nicely with "green" as in friends of the environment, less pollution and the energy of the future. It also lended itself to some very appealing, inviting graphics and visual associations.
Fresh Energy has moved forward with their new name, quickly capturing the attention of legislators and the general public.
Edge
A Low-Carb Diet Snack
With the popularity of the low-carb diet, Frito Lay created a new low-carb line of salty snacks.
A short, punchy name that tended to "pop" off the package was desired. Something that would complement rather than usurp the major Frito-Lay brands like Doritos and Lays. The name also needed to fit an innovative and better-for-you snack positioning.
NameStormers recommended Edge as a possible name. Edge was so short that it tended to produce a "billboard effect" on the package. Its multiple meanings also gave consumers many reasons to identify with the sub-brand:
1) An edge is an advantage, as in a new low-carb snack that gives you all of the taste without all of the carbs.
2) An edge could suggest extra energy because you are eating healthier, better-for-you snacks.
3) Edge also implies a margin of superiority over others.
4) Edge is a point of transition, as in transitioning or switching from a higher carb to a lower carb snack.
5) Lastly, edge relates to keenness or zest, which fit the positioning and helped convey the personality of the sub-brand.
The new name, Edge, provided multiple reasons for this product line to stand out from the crowd of low-carb competitors.
Health Yes!
Health Screening Service
A start-up approached NameStormers about naming their new health screening service. The service involved training mobile diagnostic teams to perform non-invasive cardiovascular and bone health screenings utilizing local facilities such as churches and community centers - a convenient, personal service.
The two founders wanted a name that was obviously related to healthcare, but one that stood out and connected quickly with prospective patients. The ideal name would be easy to say, spell, and remember. It would be upbeat and fit the progressive healthcare position that focused on prevention and wellness.
The new organization ultimately selected the name "Health Yes!" It was novel and memorable, and even though it used the word "health", it was incorporated in a distinctive way, essentially a call to action, relating to the trend of saying "taking charge of your own health!" It fit in with the prevention, wellness and patient-empowering messages espoused by many others in the industry.
Prologic
Specialty Resins
Dow Epoxy, a global business unit of The Dow Chemical Company, contacted NameStormers about a line of specialty flame retardant resins and systems for electrical laminates they had recently developed.
The new line:
1. Utilized green chemistry: it was bromine-free
2. Could withstand the higher temperatures of lead-free processing lines
3. Was innovative, featuring better signal integrity in wireless devices and more design options using epoxy resins, systems and other materials
4. Stayed ahead of increased performance demands, environmental concerns and industry regulations and directives
5. Looked to the future, addressing emerging demands.
Understandably, they wanted a memorable name that would capture global customers' attention and give them a sense of the new line's innovation, better performance and strength.
"Prologic" does just that. It's a simple name that gets right to the point that Dow wanted to convey about its new product, that it's the logical choice, a product that is in front of the competition in all respects.
Caleo
Hotel in Scottsdale, AZ
Noble House Hotels & Resorts acquires existing properties in coveted locations around the United States, refurbishing and renovating them to meet their standards — upscale, yet accessible; sophisticated, but welcoming and whimsical.
After converting the two-star SunBurst in Scottsdale, Arizona, into a four-star luxury resort with a $9 million plus renovation, Noble House hired NameStormers to come up with a new name that would reflect the resort's changed personality, which included lots of intimate spaces, charm, and warmth. Rather than the corporate feel of nearby properties, this new resort was designed for intimate gatherings. It had an authentic, yet not trendy, Southwestern decor with creative, eclectic touches and lush gardens.
The new name needed to invoke a complete experience and create emotional ties to the customer. It needed to relate to the senses in some way: the sight of the three-story fireplace, the smell of wood burning, the sound of running water from the fountains and water fall. It also needed to be mythical, unique and fun, but hint at intimacy and romance.
Ultimately, "Caleo", ("to be warmed" in Latin), was chosen. It was distinctive and upscale, while still sounding friendly and inviting. Being short, fun, and easy to pronounce tipped the votes in its favor.
Heavenly Blend
Coffee Blend
Morning commuters are serious about their coffee. As the world’s largest convenience retail chain, 7-Eleven is serious about commuters, and therefore, their coffee.
They are serious about the names they give their coffee, too. For a new premium coffee blend they developed, they wanted a name that spoke to its great taste and high quality in a way that actually produced an emotional response, enticing even hurried customers to give it a try.
The new smooth coffee was a medium strength blend of Columbian, Brazilian and Central American beans. The new name needed to consist of only two or three words, but had to help differentiate from existing well known blends of key competitors. Especially coffee brands found in other convenience stores, fast food restaurants, donut or bagel shops, delicatessens, and coffee houses.
Heavenly Blend, the name 7-Eleven ultimately chose from the many NameStormers proposed, fit all of the criteria. It conveyed something smooth and soothing yet unique and divine. The absolute best. What could be better than something related to the heavens? Who could resist trying a "heavenly" cup of coffee?
Perhaps inspired by the name, 7-Eleven gave away cases of Heavenly Blend coffee to churches, Temples and other houses of worship over the winter 2008 holidays.
Maverick
New Family of Semiconductor Chips
Cirrus Logic Semiconductors was rolling out a new family of chips to be used in MP3 players and other audio devices. The chip wasn't just another boring, evolutionary next-step-up, but represented a breakthrough design when compared to what was offered by competitors.
Cirrus Logic asked NameStormers to come up with a name that would meet a variety of criteria including:
1) Appeal to the designers of the audio players and devices, mostly located in the Asian and Pacific parts of the world, who ultimately specified which brand of chip went in the devices.
2) Reflect the product's position as a revolutionary breakthrough, not an evolutionary step-up.
3) Easy to spell, say and remember.
4) Tie back to the Southwestern United States where Cirrus Logic had its roots.
Maverick was the top choice because it met all these criteria. The term "maverick" brings to mind someone who is out trying new things, and perhaps coming up with cool, novel ideas. It was memorable and engaging, embodying the romanticized image of rough and tumble American cowboys and pioneers on the edge of the frontier that many of the Asian and Pacific target found very appealing.
Multigo.net
A Home Networking System
SMC, a provider of networking products thoughout Europe, had developed a new networking system to be sold in several key European Union countries. It was unique in that it allowed homeowners and small business owners with no technical experience to quickly and easily connect many appliances into a single network. SMC asked NameStormers for a name that incorporated the ideas of "variety" along with "quick and easy to use".
Multigo was a short, snappy, quick read name that fit both requirements: "multi" as in "many appliances and connectivity options", and "go" as in "on the go". It also worked well in various European languages.
Capstone
A Turbogenerator Company
Sevin Rosen Funds, a venture capital firm, helps finance start-up companies. When they needed a name for a new turbogenerator company, Ben Rosen called NameStormers.
The new company would be making turbines that serve as back-ups to electric power systems for hospitals and other facilities that couldn't afford a blip in power. The turbines come online immediately if there is a loss of electricity to ensure continuous energy.
The name "Capstone" was chosen because it starts with a "C", like Compaq and many of the other Sevin Rosen start-up investments. Also Capstone is defined as a "crowning achievement, point, element, or event." It sounds solid and stable. Perfect for a company that would be building potentially lifesaving equipment.
Ignite
A Digital Technology Company
CABC needed a new corporate moniker. Their existing name was too often confused with ABC. No one could remember what the individual letters stood for. The name didn't convey anything about their revolutionary new digital technology and the disruptive effect it was having in the marketplace.
They wanted a new name that fit their cutting edge positioning. Something that created some excitement and had a high level of energy. Of course, they needed an easy-to-remember name. A name with emotional connectivity that fit their young, vibrant, on-the-go personality.
NameStormers suggested Ignite. It fit the disruptive technology positioning. It was short, snappy and easy to say and spell. It connoted to potential clients something exciting, something that might start a whole new industry trend, something that "explodes" old standards and limitations. Ignite also lended itself to exciting visuals and attention-grabbing colors.
Ignite quickly grabbed mindshare and replaced the less evocative, less compelling and less memorable CABC.
MobileWare
Cell Phone Software Development Company
21 Cennet, a cellular phone software development company, asked NameStormers for a new name. 21 Cennet didn't really convey anything about their product line or a key benefit or differentiator. It also sounded too much like 21st Century Real Estate to some. They needed a name that would be easy for customers to understand and recognize. The name should also connect to the cellular phone business in some way, especially to cellular phone software applications.
They chose MobileWare because it telegraphed exactly what the product line was all about. It was easy to say and spell and they found they didn't have to spend an excessive amount on brand building to get the name to stick in their prospects' minds.
Opaque
Personal Identity Protection Software
Privacy Inc. needed a name for a new web-based software application that guarded against identity theft and protected personal identification information. It allowed users to conduct business online while keeping their personal information hidden from unknown third parties.
The name had to speak to the product benefit but be distinctively different from the myriad of firewall and identity theft products currently on the market. Privacy, Inc. also preferred a short, easy to spell, memorable name that related in some way to how the product worked.
Words like identity, ID, security and privacy had to be avoided because of overuse. NameStormers recommended the real word, Opaque. Opaque's meaning conveyed how the software worked in a non-technical way. That is, you could see a person's outline but not all the specific detail. The new name was relatively easy to say, spell and remember since it was a real word.
Most importantly, Opaque was an example of a name that worked well for both B2B and B2C customers, making it a winning brand for Privacy Inc.
Skyce
Dental Jewelry
Ivoclar Vivadent, an existing dental products manufacturer based in Europe, needed a name for a new tooth whitening product. They called NameStormers, explaining that they were looking for something short, easy-to-say and targeted at Europeans.
Skyce was their choice, a snappy combination of sky and ice. "Sky" evoked an image of a clear blue sky, as in "bright as the sky", and "ice" suggested something that's hard and brilliant.
Today you can find both a blue and white version of their dental "jewelry" in select European stores.
Calibria
International Investment Banking Firm
When two members of the alternative investment unit of J.P. Morgan Private Bank in Switzerland decided to form their own international investment banking firm, they asked NameStormers to come up with a new, elegant name. A name that would inspire confidence in prospective investors. The new firm would provide highly desirable, unparalleled personal service to a very exclusive clientele, namely, individuals with over $100 million in liquid assets. The name needed to sound classy and prestigious, and to convey exclusivity: a feeling similar to joining a club with a very limited membership.
Each client of this new firm would receive attention tailored to their unique needs, including true 24/7 access to an account manager. For this reason, they also wanted a name that could support a personalized, customized, first class service positioning.
Investors at that time were disillusioned by recent scandals reported in the world press about giant organizations that seemed more focused on their fees than on investors' returns. The new firm's owners needed a name that would reflect ethical business and high integrity: a solid, stable firm that would be around for the long haul.
All of these requirements needed to be packaged in a short, expressive name that was easy to remember, say, and spell, yet still sound elite and exclusive. Word-of-mouth would be a top lead-generation vehicle.
Calibria was the perfect fit: an elegant twist on "calibre" that relates to merit and excellence as well as measurement and exact analysis.
Women Thrive Worldwide
A Non-Profit That Helps Women in Poverty
Women's Edge Coalition was a nonprofit organization based in Washington D.C. that focused on helping women in poverty worldwide through shaping U.S. policy. As they grew and expanded the scope of their services, staff and members alike felt like they needed a new name. The "Edge" name seemed too harsh, cold, and uninviting. It also didn't support one of their most compelling characteristics, their international focus.
Women's Edge wanted a new name that would focus on the results they hoped to achieve in a relevant and serious, but also upbeat and member-friendly way.
They liked "Women Thrive Worldwide" because it was aspirational, progressive, positive and spoke directly to their mission of helping women everywhere around the world lift themselves out of poverty to thrive and become productive and educated. The new name spoke to the organization's hope and dream that women could be successful and better reflected their international focus.