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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