Naming services for New Product Development

Working to tight deadlines developing an ever increasing portfolio of products and services creates unique demands on an NPD department.

Our team of naming experts not only respond quickly with a professional response to the demands of time pressured projects, we can also advise on naming architecture that will maximise the equity of the portfolio of products or services being created. We can work in partnership to develop a consistent and transparent naming architecture, process and policies for current and future naming projects. We can also undertake portfolio cleansing conducting a review of all owned trademarks, creating a clear view of the intellectual property that can be defended.

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International and Cross-cultural Naming services

In a global economy where your website can be viewed by anyone, creating a name with international cultural fit appears a daunting prospect.

Our network of native speaking linguists’ is truly global, covering all major International and European languages as well as hundreds of obscure and little known dialects. This ensures that names selected are checked for both written and verbal associations as well as trademarks in the territories and business sector selected, giving you confidence that you can build value into the name without having to change it at a later stage, for cultural or legal reasons.

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Naming an Organisation

Changing an organisations name is often precipitated by change. The name is often the verbal articulation of that change and therefore takes on extra significance.

We understand the importance of a new corporate name and the need to have a truly compelling name that your whole company can make a connection with and rally behind. We understand that naming an organisation is a very different proposition compared with a product or service. The emotional contract that an employee has with a name is strong and our process adapts to help employees understand and participate in this journey. Our dedicated team of naming experts will walk you through the process of finding a name with perfect fit avoiding trade mark, domain name, legal and linguistic issues. Screening for Google, MSN and companies house issues are also undertaken.

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Naming Complex Service Propositions

One of the key issues associated with a complex service proposition is being able to simply and clearly articulate it. A name can rarely completely articulate the complex proposition but it can go some way to explain what is being offered, if not directly then though association.

If you are operating in an increasingly saturated market with a complex proposition then the names for your products and services have to really help explain what the proposition is all about and work hard to deliver equity to your business. This places real emphasis on a naming architecture that is clear, simple, easy to understand and relevant to your business both internally and externally, helping stakeholders navigate their way through the maze of your portfolio.

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Naming for Mergers and Acquisitions

In any merger or acquisition there is a need to transfer brand equity and often this involves a change in name. Cultural issues can manifest themselves in a reticence to adopt a new name.

In our experience, when naming is part of a change process, it is important to gain internal buy-in. Our processes are flexible and our approach pragmatic, enabling us to involve internal audiences in the naming process at key stages. Our robust methodology also ensures that the name is based on the businesses objectives giving a logical not emotional rationale. The new name needs to house the brand equity and the new businesses vision, so it is important that it accurately reflects the business strategy. But finally it must evoke an emotional response and resonate with the audience, reflecting what they want the business to be.

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Naming in Pharmaceuticals

Naming in highly regulated environments, such as the pharmaceutical industry has its own specific issues. After massive investment in research and development a product is finally selected for launch. It is at this point that a name needs to be selected that not only reflects the product but also is completely defendable, globally.

The complexity of healthcare and pharmaceutical naming requires a comprehensive and strategic approach to generate names that are defendable, while building equity behind them. We have a dedicated and confidential methodology for the pharmaceutical, biotechnology and medical sectors,that strikes a balance between the ambitions of your organisation, acceptance with the FDA / EMEA regulatory bodies and the legal and linguistic constraints of a global project.

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Fast-to-Market Naming

There are some situations where timing becomes critical and a name has to be delivered into the marketplace quickly.

We believe you shouldn’t have to sacrifice the creative, legal and linguistic in your name creation even in time delimited projects. We have over 7 years experience in bringing brand names to life and that, combined with a structured approach to creativity, enables us to respond to your needs quickly and efficiently. Our fast-tracked methodology ensures we still create a name with perfect fit.

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Joint Venture Naming Strategies

The creation of a joint venture can mean a difficult time for any business and a new name can represent this.

Helping internal staff and customers understand what the new entity stands for is extremely important, the name embodies how the company is perceived so it is not only important to get it right and make an impression, it is also important to make the right impression. Our structure but creative approach enables us to provide naming solutions that vividly support the ambitions of your organisation through our perfect fit naming model.

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Naming Strategies for Complex Architectures

Complex portfolio’s can be difficult to navigate and relationships between products or services difficult to understand.

Defining a naming strategy for a complex portfolio involves understanding the structures of complex brand architectures such as monolithic or branded house, endorsed brands or house blend and product brands or house of brands. Our skill is in understanding where the equity lies, and ensuring the appropriate strategy is adopted. We achieve this through the combination of our experience in naming and branding coupled with our proprietary Perfect Fit model which enables us to create compelling names within an appropriate architecture.

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Naming new Ventures

When creating a new venture selecting the name is important. It is the verbal articulation of your business and must convey the position and help define the proposition.

Your name is the way the brand is identified and it is important to get this right first time. Brands change logo, headquarters, people and sometimes the nature of their business, the name is often the one common thread that runs throughout the history of a company. Our perfect fit naming model guarantees results providing you with a compelling name to start your business.

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