By admin on Mar 23, 2010 in basic naming questions, brand naming, naming architecture, naming strategy, nomenclature system | 0 Comments
A naming architecture and brand nomenclature system offers a variety of advantages including: Leveraging the investment in a corporate brand across multiple products Helping establish immediate credibility and facilitiating new product launches Differentiating from the competitive set while building awareness in a distinctive nomenclature look and feel Establishing the relationship between multiple brand and line extension names [...]
By admin on Jan 9, 2010 in basic naming questions, international naming, name testing, naming linguistic issues, naming tips | 6 Comments
Because different languages are often spoken in the different countries, some of which use non-Roman alphabets, there is no way to create a written representation of a verbal identity that will be pronounced the same way around the world. Even within languages that use the Roman alphabet this is impossible. Vowels and consonants have different [...]
By admin on Nov 23, 2009 in basic naming questions, name selection checklist, naming guide, naming tips | 0 Comments
When trying to whittle down a long list of name candidates, here are some recommended Do’s and Don’ts: DO: Remember the golden rule of naming: memorability. If you think of branding as a war, there are lots of battles to be fought but there are only a few key ones that you have to win [...]
By admin on Nov 17, 2009 in basic naming questions, company names, merger naming, naming tips | 4 Comments
So, you’ve just merged with another organization and you are trying to decide on a name for the newly created entity. Should you: Create a totally new name to emphasize a new direction and a new, exciting future? If so, what happens to the two “old” company names? Retain the “stronger” of the two company [...]
By admin on Oct 5, 2009 in basic naming questions, brand naming, naming guide, naming strategy, naming tips, product names | 0 Comments
Before we can develop a new product name for you, we need to understand your branding strategy, brand positioning and other related issues that impact the name development. Here are some of the key product branding questions we will want to review with you: What do you want the name to do? What is your [...]
By admin on Aug 9, 2009 in basic naming questions, master brands, naming audit, naming strategy | 0 Comments
As companies grow, especially internationally or through M&A (Merger & Acquisition) activity, they often find their portfolio of brand names becoming ever larger. At some point, it is usually prudent to do a Brand Name Audit. The first step is to identify the key issues the audit should address. Here are ten you may want to consider:
By admin on Jul 5, 2009 in basic naming questions, brand naming, creative inspiration, naming strategy, naming tips | 7 Comments
Sometimes it just happens … the great name ideas just start spewing forth during your 1st creative brainstorming session and everybody on the team is pumped. And sometimes the creative process doesn’t happen. That is, after days of ideation nothing seems to resonate. Or your best ideas aren’t passing legal’s TM screenings or clearing your dot-com URL checks. [...]
By admin on Jun 6, 2009 in basic naming questions, best names, empty bucket name, full bucket names, naming strategy | 4 Comments
Our international or domestic clients with larger brand building budgets tend towards empty bucket names. Our smaller, US-focused clients or larger clients with limited budgets tend towards the more full bucket style of name. Which name is best for you? You decide. Let’s first talk about EMPTY BUCKET names: They have less inherent meaning, which gives you [...]
By admin on May 9, 2009 in basic naming questions, naming guide, naming tips | 10 Comments
When we start a new naming project we ask a variety of questions about the client’s new company or product name. Here are three of the key naming questions: What do you want the name to do? The best answer we ever heard was “Sell itself.” Other answers have ranged from “Generate product trials” to “Close the sale.” [...]
