020 7557 9950 or email 
Niamh McBreen of Alpha Trains and Mike Froud of Ovivo
Niamh McBreen, Commercial Director of Alpha Trains and Mike Froud, Senior Vice President of Ovivo, talk about naming and working with Brand Architects
Business scenarios
An organisation requiring a new name? A business being acquired, merged or demerged? A PE professional with a buy & build or turnaround strategy? An MBO team requiring expert help to meet objectives? A business preparing for investment or to IPO? An under-performing business? A business with ambitious growth plans?
What's in a name?
Watch our short movie to learn why naming is so important to your brand identity and what process you can expect when working with us.
When we were creating the pan-European brand my initial concerns regarding the issues we were going to face on a very practical level were that we had a name that was pronounceable from Spain to Russia, that didn’t cause offence, that wasn’t used by a competitor and didn’t have anything similar to a competitor... One of the main issues was to make sure we took people with us, that they felt part of the process... the way that was achieved was interesting and unexpected.
Judith Davis, Marketing Director, Claro Paper (Antalis)
- Services
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- Business Deconstruction
- Brand Reconstruction
- Brand Execution
Business naming
Though naming is significant in business change, we firmly believe it is only one part of the process - and not a means to an end in itself. We encourage our clients to think of naming in the wider context of Enterprise Value Branding, and by so doing dramatically enhance the benefits to their organisation.
However, we also appreciate that there are circumstances where the name is the key issue, and we employ our ‘perfect fit’ process to create names that are perfectly suited to their purpose – 100% right, first time, every time.
We provide naming services for:
- New Product Development (NPD)
- Complex service propositions, organisations, complex brand architectures and brand portfolios
- Joint ventures/ new ventures
- Mergers and acquisitions
- Fast-to-Market naming
Firstly, we establish the project’s scope and objectives. We identify the role of the name, what it should say and how it should say it. A range of naming styles are explored: associative, alphanumeric, patronym names, adapted, dictionary, palindromes, acronyms and invented. A short list is created after client feedback. These are assessed by linguistic experts to check their associations, before a final shortlist is created for the client.
Creative exploration and refinement follows, thoroughly backed with legal and linguistic checks at every stage. Trade marking ensures that the new name is both protected and unique. Linguistic screening checks that the name’s written and verbal associations and connotations across all major European languages, as well as hundreds of obscure and little known dialects, securing suitability for future expansion opportunities. These stages give you the security to build value into a globally defensible name.
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