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NAMING

APPLIED STORYTELLING FOR COMPANIES, PRODUCTS AND BRANDSTM


WELCOME

Applied Storytelling is one of the leading independent name resources in the United States. Over the course of more than 150 engagements, we have named dozens of the products you use, places you go, and companies you interact with. Billions of dollars of commerce annually are conducted under the organizational, brand and product names we’ve developed. The Applied Storytelling process features a high level of client interaction, working against established criteria, systematic exploration of creative directions, and extensive pre-screening for trademark ability. Designed to represent best practices in the field of name development, our process has been widely accepted as the benchmark for naming by leading creative agencies. Above all, Applied Storytelling naming is informed by a superb level of brand insight, a deep immersion in culture, and an acutely tuned ear for language.

WHAT WE DO name development for companies, products and brands naming systems, guidelines and architectures name evaluation tools and research name launch consulting

applied storytelling introduction


WHY NAMING?

Naming used to be easier than it is today. Equipped with little more than a thesaurus, a CEO might stay up late and concoct several pleasing candidates for a new company name. Earnest and s — the most obvious ones, anyway — are duly registered and owned. Most organizations no longer have the resources to mount the kind of intensive, focused effort now often required to produce a handful of viable candidates. Of course, many further reasons exist to engage a naming specialist: the desire for a broad industry perspective, the need for an impartial third party who can work outside of an organization’s constraints, the need to secure results within a critical timeframe, the need for objective evaluation, and the assurance that comes from working with individuals who have mastered a proven process — and who work with language in a business context every day. The same factors that drive an organization to work with an outside specialist are those that shape the naming effort itself. Creativity still lives its core. But consensus-building, brand literacy, critical analysis and validation have grown dramatically in relation to a basic facility with words and languages. So, too, is a firsthand knowledge of which naming moves have already been made within a category or around a concept. With this knowledge, we can avoid needless naming dead-ends and bring unforeseen opportunities to light.

applied storytelling introduction (continued)


RESEARCH EXPLORE REFINE

Unlike other naming specialists who stress the scientific and systematic nature of their process, we think of naming as applied poetry. Yes, the naming process must be rigorous. But it must also be inspired. And yes, it must involve a technical understanding of language. But it must also be conducted by people who are plugged into the culture. Applied Storytelling uses a process for exploring, generating and evaluating names that combines systematic rigor with unfettered imagination. Unlike other companies in the naming business, we see no value in creating an aura of mystery around the steps we take or the procedures we follow. In terms of actual name generation, typically the most obscure and least understood aspect of the naming process, we embark on nothing more and nothing less than a point-by-point exploration of creative directions and linguistic possibilities. This includes the linguistic components of relevant words suggested by our criteria development and competitive analysis as well as personality statements and positioning. Our exploration extends to sound, meaning, etymology and spelling as well as the structures of association and linkage that these in turn reveal. This is the essence of applied poetry.

the applied storytelling naming process


Our objective is always the same: an ownable and distinctive name that meets established criteria. So are the steps and procedures we follow:

a

{

1 : research and criteria development A survey of related trade names {both competitive and non-competitive} that will enable us to 1} analyze competitive naming strategies, 2} generate candidates that are not in current usage by competitors or other companies, and 3} position the new name competitively. This research is incorporated into the naming criteria.

b

{

Development of a multi-point summary of criteria to which all candidates will be subject. Among other things, the criteria insure that candidates are appropriate to the category as well as to the company’s personality, image and long-range strategy. 2 : preliminary exploration An inclusive list of candidates is developed for consideration. In addition to conforming to the approved criteria, candidates reflect multiple creative directions {i.e., interpretations of the criteria}. Various processes are used to generate candidates. As a starting point, many of these typically begin with a linguistic exploration of key attributes and descriptors. Preliminary explorations are typically designed to yield several dozen to a few hundred candidates. 3 : name refinement Pending joint review of first round candidates, we develop a short list of the most promising and appealing. During this stage a limited number of additional names may also be generated. Our objective is to narrow the field of candidates for consideration to 6-10 of the most appropriate and appealing. Each of these names is subject to an objective, individualized critique with respect to the criteria and to each other. 4 : further refinement & final selection A limited number of finalist candidates is selected. Since preferred candidates may prove unavailable for registration — especially in crowded business sectors — all three candidates must be deemed acceptable for final selection. Of these, however, one will be identified as a preferred final candidate and registration/name protection procedures will commence. 5 : name launch consultation & integration We apply a variety of techniques for validating names with various audiences, including international audiences. In general, our approach is designed to help an owner avoid any downstream naming issues and challenges. the applied storytelling naming process (continued)


ORGANIZATIONAL NAMING

new name

previous name

sector/type

Allegis

Net-it Software

business software

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Axius

Auto-Shade, Inc.

Consumer products [ auto acessories ]

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Bioceutix

MD Acquisitions Corp.

skincare

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Bochner Chocolates

{new}

artisan chocolates

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

CallSpace

Level Five Media

call channel media

callspace

TM

own the hello

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Centris

US Facilities

insurance

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

CommNexus

San Diego Telecom Council

communications technology organization

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

DineEquity

IHOP

restaurants

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Evos Skincare

{new}

skincare

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Exario Networks

Ultracom.com

internet service provider

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

FrontRange

Goldmine Software

enterprise software

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

GKKWorks

GKK

architecture and construction services

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Intershore

{new}

International consumer goods distributor

logo design credits Bochner Chocolates : mires > design for brands, CommNexus : mires > design for brands, DineEquity : Baker Brand Communications, Exario Networks : mires > design for brands

applied storytelling selected assignments


ORGANIZATIONAL NAMING

new name

previous name

sector/type

Nationwide Better Health

{new}

health management

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Nextira One

Williams Communications Group

telecom

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Nventa

Stressgen

biotech

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Proximy Group

{new}

international holding company

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Qualcomm Enterprise Solutions

Qualcomm Wireless Business Services

telecom

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Quantumental

Training Camp

IT training

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

RealD

Tri-Holdings

media technology

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Red Crest Films

{new}

film production

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

StoreTouch

{new}

retail consulting

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

The Henry Ford

Henry Ford Museum & Greenfield Village

cultural institution

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Vantis Equity Associates

{new}

financial management

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Vyyo

Phasecom.com

telecom

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

XOW!

{new}

consumer software

logo design credits The Henry Ford : Wayne Hunt Design, Intershore : Baker Brand Communications, Proximy : Baker Brand Communications, Red Crest : Hamagami / Carroll, XOW! : Hornall Anderson Design Works

applied storytelling selected assignments (continued)


BRAND & PRODUCT NAMING

name

client

type

Alex Goes

Quiksilver

women’s activewear

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Argo

Power Sentry

television antenna

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

BioSoothe Relief

Guthy-Renker

pain relief cream

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

BoxSeat

Altrio

cable subscription package

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Cellabrasion

Bioceutix

microdermabrasion

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Clean Shampoo

Neutrogena

shampoo

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Clikits

Lego

girls activities

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Concerto Tower

Astani Development

residential tower

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

CSPro

Illumina

service provider program

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Drive + Play

Harman Kardon

mobile media manager

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Eargonomics

Jabra

audio technology

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

GelSorbet

Bochner Confections

confection

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

logo design credits Alex Goes : PhD, CSPro : mires > design for brands, GelSorbet : mires > design for brands

applied storytelling selected assignments (continued)


BRAND & PRODUCT NAMING

name

client

type

Ikan

Ikan Technologies

intelligent shopping system

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Lash Logic

Evos Skincare

beauty

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

LiftOff

Herbalife

energy drink

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Neox

Microvision

performance optics

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

NexGrip

Avery Dennison

pen

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

NoBo

Wal-Mart

youth fashion [ No Boundaries ]

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

One Ocean

Remington Resorts

resort

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Plaza

Qualcomm

mobile internet platform

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Priori

U.S. Cosmeceutechs

physician skincare

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Red Yard

Reading Entertainment

entertainment destination

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Rosรกngel

Jose Cuervo

tequila

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Shapeworks

Herbalife

weight loss

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Most names listed here are trademarked or registered by their owners; Applied Storytelling makes no ownership claims to these names.

logo design credits Neox : Paul Ferris Studio, NoBo : mires > design for brands, Red Yard : Evenson Design

applied storytelling selected assignments (continued)


BRAND & PRODUCT NAMING

name

client

type

SoHo

Kyocera

mobile phone

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

South Bank

The Wolfe Company

mixed-use development

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Survive & Thrive

Gateway

online learning

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Terranea

Lowe Development

resort

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Vdara

MGM Mirage

luxury condo hotel

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

WB Sport

Warner Bros.

athletic goods/licensing

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Xipster

XOW!

animation software

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Yagatta

Qualcomm

push media technology

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

logo design credits Survive & Thrive : mires > design for brands, Terranea : mires > design for brands, Xipster : veer design

applied storytelling selected assignments (continued)


ORGANIZATIONAL TAGLINES

tagline

client

sector/type

Our pursuit. Life’s potential.®

Allergan

pharmaceutical

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Where American theater lives®

Arena Stage

entertainment

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Deliver more®

Cephalon

biopharmaceutical

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Hands. Feet. Beauty.™

Creative Nail Design

beauty

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Your vision in tile®

Deleo Clay Tile

building Materials

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Great franchises. Great brands.™

DineEquity

restaurants

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Create what’s next.™

Disney-ABC Television Group

entertainment

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Performance in wood®

Gunlocke

casegoods

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

You’re cordially invited.™

Meadow Brook Hall

museum

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Your exclusive lifestyle resource™

Mint

luxury personal services

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Exploring the mysteries of life on earth.

Natural History Museum of Los Angeles County

museum

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Beautiful + Beneficial™

Neutrogena Cosmetics

beauty

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Most names listed here are trademarked or registered by their owners; Applied Storytelling makes no ownership claims to these names.

applied storytelling selected assignments (continued)


ORGANIZATIONAL TAGLINES

tagline

client

sector/type

Insight to impact™

Nventa

b biopharmaceutical

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Bioengineered Skincare®

Priori

beauty

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Our passion. Your advantage.

QAD Enterprise

software

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Legendary performance®

Shure

consumer Audio

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

America’s greatest history attraction.™

The Henry Ford

museum

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Doing the right thing®

Watson Pharmaceuticals

pharmaceutical

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. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Most names listed here are trademarked or registered by their owners; Applied Storytelling makes no ownership claims to these names.

applied storytelling selected assignments (continued)


PRODUCT AND BRAND NAME SYSTEMS AND GUIDELINES, PRODUCT AND PROGRAM NAMING, AND NAME CONSULTING, AND TAGLINE DEVELOPMENT

Allergan

Guthy-Renker

QAD

Altrio Communications

Harman Kardon

Qualcomm

American University of Complementary Medicine

Herbalife

Quantumental

Ikan Technologies

Real D

[ Division of Estee Lauder ]

Illumina

Remington

Arena Stage

Invitrogen

Rivet International

Astani Development

Joico Laboratories

Sears Circle of Beauty

Avery Dennison

Jose Cuervo

Shure

The Beverly Hilton

Kyocera

Store Touch

Bioceutix

Laser Aesthetics

Teknion

[ formerly MD acquisitions corp. ]

Lego clik-its

Aramis, Inc.

Bobbi Brown Cosmetics Lifetime Television

Tempus Pax [ formerly Mint ]

The Henry Ford

CallSpace The Limited

Thibiant International

Cephalon Color Options

Lowe Destination Development

Universal Studios Florida

Coty USA

MDBeauty

Upstate Biotechnology

Creative Nail Design

Meadow Brook Hall

U.S. Cosmeceuticals

Deleo Clay Tile

Mervyn’s of California

The Venetian Walt Disney Company

DineEquity MGM Mirage Micro Vision

Warner Bros. Consumer Products

Disney-ABC Television Group

Murad

Watson Pharmaceuticals

Dynamic Digital Depth

Nationwide

WB Sport

Gateway Computers

Nationwide Better Health

The Wolfe Company

Discovery Networks

XOW!

General Magic Genoptix

Natural History Museum of Los Angeles County

Yahoo!

Gensler Neutrogena Giorgio of California

[ Division of J&J ]

Gunlocke

Nventa Paint Shop

applied storytelling name development clients


WHAT IF? HOW LONG? WILL I?

what deliverable will i get from the process? Ultimately, a name that is ownable and registrable by you. why should i use an outside resource for naming? Internal naming exercises can generate great candidates. But companies often are not able to agree on what the name should do, or don’t know how to evaluate a name objectively. We respect the thinking that companies do. But we also recognize the need for a naming process that is more rigorous than most companies are able to implement. With the “branding explosion” of the past several years, obvious, desirable name candidates are becoming scarcer and harder to secure in many business sectors. And companies simply do not possess the internal resources to commit to the creative and strategic effort required to identify names that are both appropriate and ownable. how long does the naming process take? An individual company or brand name can require 3 months to develop and approve. Complex nomenclature systems may take longer. The step-by-step process we have developed is the best way we have found to generate the right name, and every step is essential. will we brainstorm? Probably, but our brainstorming objectives are different from other naming consultants’. We use the brainstorm to gather information about what you are looking for in a name and to stake out promising creative directions, not to generate candidates per sè. who in my company should be involved in naming? Ideally, three to five people from diverse perspectives in the company should participate in the brainstorm process. Senior management should be involved from the outset, at least in an oversight capacity. Generally speaking, anyone making a decision about the name should be involved for the entire process.

applied storytelling frequently asked questions about name development


FREQUENTLY ASKED QUESTIONS continued

how do I ensure that my employees will accept the name? Internal acceptance is essential to instilling a sense of ownership that helps to establish equity. The challenge is to communicate the criteria established and the new name in the right way. Simple vote-taking is usually counterproductive. We will work with you to develop the acceptance strategy that is best for your company culture. i have 30 products to name, not just one. Broadly speaking, the naming process will be the same, but your deliverables will be different. Naming a full line is not about adopting a product-by-product perspective. It is about contemplating the line as a whole, and then exploring creative directions for each product in the line as they relate to each other (and, of course, to the marketplace). what if we don’t like any of the names you recommend? We take you through the process step by step. All along the way, you provide input and approval into the criteria and directions that we explore. Since our process is designed to foster dialog and direction at every step, we have found that our clients feel ownership and control over the candidates we generate — including, especially, the finalist. One other thing: Our process includes tools and procedures that raise evaluation and review above the realm of personal likes and dislikes. In the end, our clients can objectively evaluate name candidates to find those that best meet their needs. will i be able to own the names we come up with? We are not in the business of trademark registration. However, we do everything we can to provide you the intelligence you will need to register the names we develop. We conduct on-line name searches using the best registration databases available, supplemented by authoritative on-line search engines and industry directories to help ensure availability of your top candidates.

applied storytelling frequently asked questions about name development (continued)


applied storytelling, inc. www.appliedstorytelling.com

APPLIED STORYTELLING FOR COMPANIES, PRODUCTS AND BRANDSTM

Applied Storytelling Naming Brochure  

Applied Storytelling Naming Brochure

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