Naming Strategy

We have a long track recod of creating names and naming systems that are meaningful, memorable, protectable and lasting.

Creating Meaningful Names

The most successful, memorable and protectable brand names are those that express an original and compelling thought.

We help our clients agree on what they want to say, before we begin to explore how they say it.

Our brand name development process involves establishing key qualities to convey, exploring multiple descriptive and evocative naming options, screening the most promising options, and presenting the best solutions.

A key to naming success is helping decision makers envision their brand name as it will exist in the real world. We bring names to life in ways that inspire buy in, and communication potential.

Developing Naming Systems

Most organizations, large or small, will have multiple products, or brands in their portfolio, the result of organic growth, or acquisition.

We have worked with some of the most complex organizations, to help them navigate the names and conventions in their portfolios, and to develop strategies for orchestrating each system of names behind an organizing concept.

The result is a clear, extendable naming strategy, that guides policy development, saves time and cost in naming new or acquired brands, and presents a coherent brand portfolio to customers and investors.