A world-class name is fundamental to success. It is the short-hand for the entire value proposition, part of the glue that holds every transaction together and the emotional connection that drives preferences.
The bar is high. Creating a unique new name that has a memorable personality and that can be easily found is hard work. The obvious ideas are taken. This is a creative and analytical needle in a haystack. Finally the name must find consensus throughout the organization and pass rigorous tests for international trademark registration - and have high ownership.
This is what we do. It's the foundation to every great product or company.
In simple terms, the strength of a great name is in it’s ability to make a lasting emotional connection. This must span the life-cycle of the venture - from early traction through to being competitively differentiated. It must connect with a range of constituencies; customers, staff, the supply-chain and investors.
An effective name reinforces the value proposition of the company or product it represents.
It carries the first ten seconds of the introduction and continues to function as the foundation for trust through the development of a lasting relationship.
The objective is simple, the factors that influence their result can be complex.
In addition to important legal and domain availability issues, there are really four strategic factors in the success of a brand name. Because these factors are often mutually exclusive, it's often not possible to have a name that checks every box. We have developed a four-point ranking criteria that establishes strategic priorities, while achieving consensus in a realm that is often the subject of passionate and polarized subjective opinions. After all, consensus may be half the challenge at the early stages of a new name.
We’ve been developing international trade-names and brands since the company started in early 1999. We have a reputation for precise research and getting trademark filings through the first time. We are experts at acquiring domain names and are engaged regularly to negotiate the lowest possible costs on short time-lines.
The process for coming to agreement around a name can help to build cohesion with teams around a singular vision and purpose.
We have developed a consensus building methodology for helping companies make critical name and brand choices that has proven effective with large and small management teams.
Our approach is holistic, pragmatic and cost-effective.
We have outlined a number of name / brand strategies we have developed over the years. Each has a unique objectives.
There is no one answer to what a great brand is... let's start with a conversation about the possibilities. click "Say hello"
FOUR FACETS OF NAMES
INTRINSIC CREDIBILITY: Simply, does the name ring true in the context of the marketplace? This can be a subjective opinion for the purposes of the rank.
OWNERSHIP is a product of exclusivity and utter uniqueness. "Xerox" is unique and unmistakable, where “CopyPro” is much less so. Ownership also is measured by trademark-ability.
Our standard for ownership is at a minimum:
Access to the dot-com domain or at least confirmation of a path to this, and that the top level domain is not actively used.
Completely clear trademark space, or a highly qualified summary of the existing TMs to ascertain there are no areas of overlap.
Memorability is often the single most important aspect of a name - especially if the venture or product is consumer-facing.
When ranking names, we consider phonetic transparency, visual and other mnemonics, and a domain that can be found.
Memorability often comes with a compromise in Credibility. For example, WAZZOO bank is more memorable than MERCHANT'S BANK
Strategic or descriptive positioning is usually over emphasized by teams trying to develop names... as there is a natural tendency for logic to dominate a business decision. Great names are not always descriptive - in fact, most are specifically not.
Another aspect of this is HOW the message is conveyed. Literally, by inference or evocative.
Details of a Naming Criteria Worksheet The name is reviewed in context, with taglines. Each participant ranked the name on our four point weighted criteria.
Each name is fully researched and the summary details key factors of domain availability and a summary of trademark research, translations etc.
ETHOS/ LOGOS/ PATHOS
Each participant ranks each name in consideration on this four-point scale, which we have weighted to favor the correct naming strategy.
The numbers are helpful - but the process of analysis forces each participant to look at the names both strategically and emotionally. Knee-jerk impulses are tempered with thoughtful relevant discourse and consensus follows easily.
Without this system and criteria, naming can be an unstructured popularity contest, ultimately decided over by a top executive.
ALL NAMES PRESENTED ARE VETTED FOR TRADEMARK, DOMAIN ACQUISITION AND TRANSLATION ISSUES. WE HAVE A LONG TRACK RECORD FOR SUCCESSFULLY NEGOTIATING THE ACQUISITION OF DOMAINS
Digital Rights Management Venture
Content Development Agency
Company name for European content services
Data Storage Optimization
Funded by Sequoia Acquired by Cisco
Expressive Digital Effects for Photos
Funded Start-up Company and Product Name
Public Relations Agency
early stage tech PR firm
Payment and DRM platform
Health and Fitness
Application based on Research into Cirdadian Rythmns at SALK
Venture Consulting Spin-off of SRI
$100M first round launched in three countries
idea lab and think tank founded by Microsoft
In-bound Digital Marketing Agency
New Venture founded by WOW for digital marketing
recommendation engine acquired by Digimine
Virtual Trust Department
early stage new venture Company and product name
FirstData: MoneyTransfer Software and Systems worldwide Name forcompanyandproduct
Core Fitness Device
Venture and Product name for exercise equipment
Tax Payment and Calculation
Calculatio,managementand payment of SMB taxes
Re-brand of Taxware after FirstData Acquisition - added Supply chain management
Mobile Payments Rebrand of Brokat
Rebrand after First Data acquisition of German company
Digital Learning Platform and Marketplace
SaaS model Enterprise Cloud Computing
Sequoia Capital -acquired by Oracle
Company and product names for spin off of Epic Data (publicly traded)
Surgical Specialist Network
new venture-medical specialists network brand
Let's Start a Conversation: CONTACT US