Category: basic naming questions

Managing Expectations »

  The Harvard Business Review published an article this month discussing two possible approaches when naming next generation products: 1. Brand-Name Continuation (or) 2. Brand Name Change. Callaway Company launched its first Big Bertha driver in 1995 and then chose the brand-name continuation strategy: following with Great Big Bertha and then Biggest Big Bertha. This [...]

The Real U: brand authenticity pays dividends »

“Consumers are not buying based on price alone,” led a recent article from Brandweek. Personally, price is always a factor for me, but only decisive when all other things are equal. I agree – “there is a price-value formula consumers use to calculate brand differences” when deciding which brands to buy. Otherwise Chi straighteners ($100) [...]

The Naming Hot Pot »

One of the biggest naming challenges can be in transnational markets, where a myriad of languages are spoken and customs are practiced. Besides being sure that you don’t recommend something in English that will offend somebody speaking Cantonese, there are fascinating linguistic nuances that both reveal a lot about what goes into a name and [...]

Is Subliminal Meaning Just All in Our Heads? »

Man: “How was I supposed to know that?” Woman: “You should just KNOW!” This refrain repeats in household arguments frequently. I feel qualified in making this observation, as I’m the woman in my household, and have had to bite my lip several times to circumvent this particular script. Typically, I’m not a fan of making [...]

Good Street Cred Means a Strong Brand »

Why does every brand seek the role of the “popular kid?” Is it because the popular brands attract the most interest and consumers? Like the popular clique in high school, they drive the gossip and news that everyone actually wants to discuss. However, this seems counter to general brand strategy – much less good parenting. [...]

Less Is Not Always More »

I was reading the New Yorker and came across an intriguing article about a fashion blogger prodigy, Tavi. She’s a fourteen-year-old girl who lives in the suburbs of Chicago and has quickly risen to become one of the fashion-elite – all based on the fresh content, creative humor, and eerily encyclopedic knowledge of fashion history [...]

Naming Architecture and Brand Nomenclature »

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 [...]

Multiple Name Pronunciations Are OK »

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 [...]

Top Name Selection Tips »

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 [...]

Merger Name »

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 [...]

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  • Empowered Imaging Partners, LLC struggled with its own internal marketing group for 10+ weeks to coin the brand name that would launch our national Preventive Health Screening brand. When we eventually gave up and turned to Mike Carr and NameStormers, we were impressed with their professionalism and process orientation. HealthYES.com was the final brand chosen out of at least 3 viable alternatives provided by NameStormers. Without reservation, we recommend NameStormers as 'the company to turn to' for naming.
    Craig Lindley and Dale Wood - Co-Founders of Empowered Imaging Partners, LLC - now HealthYES.com
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  • We have rarely encountered the level of service and professionalism we received with you. You made us feel that we were important, and you did everything you said you would do when you said you would do it. And frankly, after such a positive experience with you, I can't help but notice how the service we receive from others pales in comparison. We felt like you put your heart into this project, and we will forever appreciate the attention you gave us. Whenever we encounter anyone in the future who needs your services, you will be the first and only name we recommend. Thank you. We have sincerely enjoyed working with you.
    Tim Dietrich - CEO, formerly Amicus Mutual Insurance Company, now Stonetrust Commercial Insurance Company
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  • I can't say enough about how well you handled what would have been a very difficult if not impossible branding exercise for us to do in-house. The NameStormers brought an excellent level of creativity, objectivity and a fresh look at what we live with everyday, and that is just what we needed. At the beginning of this project, I had my doubts about our ability to come up with a brand name in just 3 weeks and clearly without your help, we wouldn't have been able to do it. You really made my job easy.
    Kate Strong - Manager, Marketing Communications - Lightbridge
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  • I want to thank you very much for your team's effort on this project. You all worked very quickly and gave us excellent direction. I am sure many hours were spent in developing the many name lists you presented us. Your added value enabled us to move forward with a name consumers preferred over the prior internal name. I look forward to working with your company in the future!
    Brand Category Manager - A Major Global Tire Company
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  • Mike, Thanks for the quick turn around time. I appreciate all you have done to help us with name, logo and tagline. Some great work!
    Rob Greenbaum - Senior Vice President - Marketing - Nationstar, formerly Centex Home Equity
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  • Our success with our name change and branding has been phenomenal. I couldn't be more pleased with how it turned out. I am ecstatic over it. Our experience in working with NameStormers has been so good let's just call them again and let them handle this next project for us.
    Bill Macey - CEO of Valtera, formerly Personnel Research Associates
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  • I wanted to thank you and the NameStorming team for your great effort in helping me find a name for the company and our first product...starting a new business is quite a sizeable undertaking so knowing a competent team was tending to the name issues was a relief. We love the (company) name. We are also going to use the product name Acquis for a family of internet-and-otherwise commerce software packages. It really was a pleasure working with you. I look forward to NameStorming in the future.
    Tom Dowdell - Senior Software Developer - Intuitive Edge