Category: master brands

Naming philosophies from the Naru, continued. »

The Naru (Naming Guru) has emerged from the naming reflecting pool to finish sharing his/her branding perspectives from earlier this month. 5b.) Literal / descriptive names are better than emotional names when developing specific product names underneath a family brand. While emotional, short & snappy brand names should establish strong connections with consumers (e.g., Northface, [...]

The Rise of Private Labels & The Role of Strong Brand Names »

“Consumers are buying private label food and drink products in greater numbers, typically because these products represent better value” (Mintel, The Private Label Food and Drink Consumer, Dec. 2010). But, is this causation or correlation? Are consumers knowingly buying private labels in larger quantities because of their perceived value, or is something else driving the [...]

The Coals that Started CorFire »

We recently helped develop the CorFire™ name and a corresponding naming architecture for SK C&C. Here is a little background: The CorFire solution suite lets retailers, phone companies and others deliver mobile commerce to their customers, today. The CorFire team has over eight years of real world experience providing systems that seamlessly serve half a [...]

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 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 [...]

Narrowing The Focus Of A Brand »

Some branding pundits argue that “masterbranding” is where it is at today.  That is, instead of developing new names for your major new offerings, just extend your existing brand name and leverage all of those brand building dollars that you have invested over the years. While the masterbrand strategy has increased in popularity, it is [...]

How To Do A Brand Name Audit »

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:

Is a Masterbrand Naming Strategy Right for You? »

A masterbrand strategy often involves building one strong brand across many products, allowing you to focus all of your brand building dollars on just one brand name and identity.  This has the potential of greatly simplifying the brand management process and adding clarity to your messaging and communications.  Unfortunately, a masterbrand strategy sometimes ends up milking brand equity [...]

  • HealthYes!

    Video Testimonial - Part 1 | 2

  • Snapio

    Video Testimonial - Part 1 | 2

  • Raving Fans

  • 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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  • Thank you for your excellent work, great customer service, and fast turnaround. I'd be happy to provide references for you. We decided on Alliant as a good tie to the corporate name: Virginia Mason-Group Health Alliance, Inc. And we've got two Alliant Health Plans, Plus which is a point of service plan, and Select for the HMO.
    Paula Heath - Director of Advertising & Sales Promotion - Group Health Cooperative of Puget Sound
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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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  • The naming industry landscape is littered with agencies that make the process seem onerous and intimidating. They tout their unique proprietary processes, advanced research and ideation tools, etc. And then they tell you it's going to take months and months. Ugh. With Mike and NameStormers, you get a team focused on results. Their approach is practical, thorough and creative. And they can be flexible and lightning fast. If you want results without the headaches, then I highly recommend NameStormers.
    David Cameron, Business Public Affairs, Dow Chemical