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BRAND CONSULTING
Brand Naming and Nomenclature Systems
Avisent Management Group | Branding
Brand positioning, name and tagline for the joint venture between McKinsey and General Atlantic.
MGM | Pink Panther Nomenclature
Brand guidelines nomenclature system for seasonal marketing and promotional initiatives for the Pink Panther franchise.
Seibu | Paragraph Branding & Naming
Brand strategy, positioning and name development for a Japanese fashion and accessories store-within-a-store concept.
Avisent Management Group | Branding
Brand positioning, name and tagline for the joint venture between McKinsey and General Atlantic.
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Names that catch
A pivotal tool in a larger marketing arsenal, a strong brand name cannot be underestimated. Powerful ones captivate; some create intrigue, sparking the imagination and emotions, others solidly establish stability, security and authority by appealing more to the logic of our choices. Wherever they’re situated within this spectrum, they invite people into your world and point to a larger brand narrative yet to unfold.
With business objectives identified, the strategy set, brand positioning established and potential brand architecture defined, names can be developed according to these parameters. In evaluating your options, there are a few critical issues to consider:
Is it easy to say and remember?
Does it convey the right idea or attitude?
How does it fit or disrupt the competitive context?
Does it comply with business objectives?
Is it legally ownable?
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