Airadigm (Einstein Wireless) needed a new corporate brand name as it expanded its consumer cell phone business. Boasting low calling prices with unlimited-calling and customizable plans, Airadigm wanted the new company name to connect with customers in a lasting and meaningful way.

Looking for a short and catchy brand name, one of Airadigm’s mantras during the project was that “a brand name of great value doesn’t have to be boring.” It needed a standout name that would support its reputation as a local company which could readily meet all of its customers’ needs better than the big national players.

Strategizing with NameStormers produced a punchy name that conveyed a sense of exciting innovation: airfire Mobile. The new brand name linked nicely back to the Airadigm parent brand and spoke to what this cell phone business expected to do: delight Wisconsinites and take the airwaves by storm.

Our friends north of the border love to both honor and poke fun at the royal family, including Prince William. Gas King enlisted NameStormers help in creating Williwa, the royal identity for its newest frozen beverage.

In celebration of its 25th birthday, Gas King is giving away free Williwas, a delightfully tasty, frozen carbonated beverage over the Victoria Day weekend. 

Read the rest »

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. A simple, easy-to-understand name has helped make the program a success:

Read the rest »

Names that have multiple meanings tend to grab the attention of a wider variety of prospects.  They provide more points of relevancy.  Take the name Fresh Energy, for example.  What 1st comes to mind:

• A health food restaurant?
• Organic fresh produce?
• An energy beverage?
• 24-hour fitness clubs?
• A non-profit that is championing the cause for renewable energy?

Read the rest »

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
• Providing guidelines for future naming that continue to build off what has already been established Read the rest »

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 to each of your competitor’s web sites?
• How are competitors employing different naming strategies like master brands, endorser brands and blue granules?
• Where has “category creep” created inconsistencies between trademark rights and actual usage?
• Read the rest »

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 term solution
• A short, preferably two syllable name that was easy to say and spell
• A confidence-building name that helped establish trust and convey reliability Read the rest »

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 moniker has a great Read the rest »

American National Bank was prosperous and growing. As it expanded by building new branches in adjacent communities, it started bumping into banks with confusingly similar names. It contacted us to develop a new name brand name that was:

• More distinctive and protectable than its current name
• Short and punchy and that would “pop” off of signage as prospective customers drove by its various branches
• Related to its core differentiators of a bank that provided decades of knowledge, expertise and prudent advice to customers
• Supported its heritage and Texas roots

Read the rest »

Apple Tablet PC

As the January 27th announcement of Apple’s new tablet PC fast approaches, many have speculated on its name.  While the inside favorite seems to be the iSlate, others are offering up alternatives like the iTablet, the iPad, etc.  Regardless of what is announced on the 27th, here are some of our thoughts regarding the iSlate name, both the good and the bad:

Read the rest »