Lading on a distinctive name for a product, service or brand is no easy feat.
Naming is one of the most subjective endeavors that a business can face, which is what makes it one of the hardest.
Fortunately, we have a proprietary method for naming things that bypasses endless rounds of options, internal fatigue and keeps all stakeholders aligned.
In search of a name
OUR NAMING CREDS
Naming AT&T’s digital advertising and analytics
sub-brand
We inherited this work from a very well-known branding agency.
For six months, they had been in pursuit of a name for this new entity.
Their lack of methodology meant that they had presented hundreds of names with no success.
Our Approach:
The first thing we did was forget about names and focused on territories.
We identified that AT&T wanted to be the shadow endorser of this new entity, meaning they wanted some kind of metaphorical cord connecting this new venture back to the mother ship. The name also had to be distinct from anything in the market and had to emulate a spirit of disruption.
The Idea:
AT&T owes most of its success to its founder Alexander Graham Bell. That same spirit of innovation was what this brand was aiming to bring to the advertising industry. Xandr encapsulated that spirit, was a completely distinct identity for the category and provided the connection back to the master brand we had been tasked with finding.
Naming a high-speed Internet and streaming service
We inherited this work from a very well-known branding agency.
For six months, they had been in pursuit of a name for this new entity.
Their lack of methodology meant that they had presented hundreds of names with no success.
Our Approach:
The first thing we did was forget about names and focused on territories.
We identified that AT&T wanted to be the shadow endorser of this new entity, meaning they wanted some kind of metaphorical cord connecting this new venture back to the mother ship. The name also had to be distinct from anything in the market and had to emulate a spirit of disruption.
The Idea:
AT&T owes most of its success to its founder Alexander Graham Bell. That same spirit of innovation was what this brand was aiming to bring to the advertising industry. Xandr encapsulated that spirit, was a completely distinct identity for the category and provided the connection back to the master brand we had been tasked with finding.
Creating a sub-brand for Wasserman’s Athletes
Many athletes have a bigger reach, and a more engaged audience than influencers as well as media and sports properties.
This presented an opportunity for Wasserman and their roster of over 2,000 athletes to create a one-stop-shop for branded content creation and distribution. All they needed was a name.
Our Approach:
An ‘Exchange’ is the act of giving one thing in return for another. We drafted a lot of names, but Exchange was always the most distinct and simple encapsulation of this new offering.
The Execution:
Since Athlete Exchange was a full service model designed to streamline branded content campaigns, we created a design that mirrored that.
A continuous line creating the A and X as a highly distinctive mark, and also to represent the fluidity of the process.
Want to know more?
For a free 60 minute consultation on naming, our process and the minefields to avoid, drop us an email using the form below.