Naming is a strategic, as well as creative exercise.

Our rigorous name development process is designed to elicit, clarify and capture the unique promise of your brand with a distinct and memorable name. Here's how we do it:

1 Discover

We learn everything we can about your brand. We'll review all strategic documents, including existing research materials, creative briefs and marketing plans. We will also examine the branding and naming practices of select competitors.

2 define

Based on our thorough analysis, we'll help you define (or refine) the brand promise. A clear, powerful positioning statement provides the strategic framework for naming, as well as for the creation of any visual identity elements.

3 Develop

With a clear understanding of the brand promise, we will conduct several ideation sessions and generate a long list of names that satisfy the defined criteria.

4 DISTILL

We scrutinize the long list and select names that best express the unique promise of the brand. When appropriate, we can also conduct market research testing to gauge consumer appeal and assess the overall viability of the names.

5 DELIVER

We then present our recommended names. While we prescreen these names to increase the likelihood of trademark availability, all clients must use their own attorney to verify final trademark clearance.

6 DECIDE

We don't walk away after we present the names. We work with clients to help them understand the potential of name recommendations and, if necessary, present a second round based on targeted feedback to get to the right name decision.