Berry Gardens
	Naming to Consolidate a European Business
	The creation of a company name and Strapline destined for the UK and European markets requires a complicated mix of strategic, creative, legal and linguistic expertise.

	Antalis - Claro
	Transferring equity from three names into one
	The choice of name was a sensitive issue as the three established brands had significant equity in the different European territories they served. The involvement of the Country Manager in the name selection process quelled their fears.

	Benfield
	A global naming architecture
	Developing a clear company naming architecture was extremely important for the success of Benfield. Understanding the needs of the business and strategic thinking were key success factors.