Category: naming strategy

Less Is Not Always More »

By on Sep 27, 2010 in basic naming questions, creative inspiration, descriptive names, differentiators, naming strategy | 0 Comments

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 [...]

Simple Brand Names Deliver »

By on May 9, 2010 in best names, brand naming, naming strategy, naming tips, product names | 0 Comments

Sometimes simple really is better. Especially when it comes to complex medical challenges that require speciality pharmaceuticals and perhaps even trained medical staff to administer them. US Bioservices is a nationwide provider of such products and services and its new contintuity of care program helps educate patients while providing clinical support and financial assistance guidance. [...]

Naming Architecture and Brand Nomenclature »

By 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 [...]

Competitive Brand Name Research »

By on Mar 7, 2010 in competitive names, name testing, naming research, naming strategy, trademarks | 0 Comments

Many of you may find yourselves constantly fighting to grab top of mind awareness and preference for your key brand names.  One tactic that will help insure victory is to thoroughly analyze your competitors’ names, nomenclature system and naming architecture.  Competitive brand name research can address issues like: Which names are driving the most traffic [...]

Short Brand Names Pop »

By on Feb 21, 2010 in best names, brand naming, company names, naming strategy | 2 Comments

Back in 2008, a group of investors approached us needing a name for a new company with a novel solution for insuring adequate electricity during peak load demand, especially in the hot summer months in different parts of the country.  Some of the criteria for this new name included: Something that conveyed the right long [...]

Edgy Brand Names Deliver »

By on Feb 14, 2010 in best names, company names, controversial names, naming strategy | 2 Comments

MBIA Asset Management manages about $45 billion. They provide fixed-income asset management along with a broad range of services to help state and local governments, academic institutions, pensions, endowments & insurance companies meet their investment objectives. They changed their name recently to something much more differentiating and memorable. While not a “safe” name, their new [...]

The Key To Great Brand Naming Is Simplicity »

By on Jan 17, 2010 in best names, brand naming, naming guide, naming strategy, naming tips, product names | 2 Comments

I purchased a new computer for my son this Christmas. I love the brand name as it immediately conveys the primary differentiator and in my family’s case, the key deciding factor. It is an example of a great brand name because of its simplicity and directness: TouchSmart. You see, my 20 year-old son is severely [...]

Changing Your Corporate Name »

By on Jan 3, 2010 in naming guide, naming strategy, naming tips | 0 Comments

The trauma often associated with changing your corporate name can be mitigated or even turned into a PR opportunity with the right strategy.  Three of the key steps in successfully implementing a corporate name change are: SET A TIMETABLE – While you may want to transition away from the old name versus “cut and run,” [...]

Simplifying Product Branding »

By on Nov 8, 2009 in brand naming, descriptive names, naming strategy, naming tips | 0 Comments

Some of the most effective product branding is simple and direct.  This is especially true when you have a limited brand building budget (and who doesn’t these days?).  As reported in DMNews, Brinker launched its “Eat & Enjoy Rewards” program to encourage customers to increase their patronage across Brinker’s different restaurant brands: Chili’s, On The [...]

Selling A New Product Brand Name »

By on Oct 11, 2009 in brand naming, controversial names, naming strategy, naming tips, product names | 0 Comments

After almost 25 years of product brand name development and over 1,500 client engagements, we’ve learned that even the best new brand name ideas still have to be sold to the client.  Why?  Because most clients, through no fault of their own, don’t know how to evaluate a new name. Here are the biggest mistakes [...]

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