It’s more than what it’s called. It’s how it’s remembered.
Every day, consumers are caught in a whirlwind of brands fighting for their attention. Standing out amongst the crowd starts with nailing the first impression.
HOW WE CALL IT LIKE WE SEE IT
No robot name generators here. Only real people who understand the power of a choice word or two. Here’s how it works.
FINDING THE PATH
The emotional insights we uncover in brand positioning are the same insights used to reveal the strategic naming pathways that lead us to the heart of the target.
CREATING THE LINK
We use those pathways to develop distinct naming opportunity areas, each linking to elements that speak directly or indirectly to real consumer motivations.
TRACKING THE PROGRESS
Our team gains consumer feedback during the naming process so that when it’s complete, you have a name you already know your target loves.
SPARKING DEEPER THINKING
UNCONVENTIONAL NAMING CONVENTIONS
Some of the best names are found in places you’d never expect to look.
In addition to tapping into your target’s strategic emotional pathways, our intrepid name crafters explore a curious array of wordplay, meaning cues and memorability devices to develop your notable name.
Without giving away our naming secrets, here are a just a few of the tools we use, with examples found in today’s marketplace:
Oxymorons — Icy Hot
Slang — Uber
Experiential — Ford Escape
THE FOUNTAINHEAD EFFECT
A CASE STUDY
A world-recognized cereal brand called on us to give their new health-focused option a name to help it stand out among their existing products in that space, as well as their competitors’ offerings. Learn how we delivered.