Fresh Meaning

Brand Name Development

Los Angeles and Silicon Valley California USA International +1 310 937 3434

The Way We Work

Inspiration

• Get to know one another
• Discuss your project's reason for being
• Define your project's timeline and key mileposts
• Review any relevant background material
• Profile your target audiences
• Discuss the pros and cons of any existing code names or internal name candidates

Insight

• Research your customers' category language
• Define your ideal brand architecture
• Define your marketing strategy
• Define your sales strategy
• Define your communications (public relations) strategy
• Refine your story
• Define your ideal position with the consumer's mind
• Define your ideal category name
• Define your ideal social (viral) brand strategy
• Define your ideal belief (cultural) brand strategy
• Chart your competitors' naming straegies.
• Discuss any potentially productive naming styles (descriptive, metaphoric, evocative, storied, coined)
• Discuss any potentially productive naming techniques
• Explore a representative set of sample names

Imagination

• Develop several hundred potential name options (via a combination of structured and unstructured creative and strategic thinking)
• Define the timeline and key mileposts for this project
• Present fifty or more of the most promising of these to you for your detailed feedback

Implementation

• Present a set of ten or more pre-screened, short-listed candidates in context with linguistic and marketing rationale
• Select three or more of these for potential adoption
• Advise you on any naming research you may wish to conduct
• Assist your counsel with a full legal trademark search for the finalists
• Advise your branding team on your brand name launch strategy
• Brief any of your other creative partners as required

Innovation

• Remain available to discuss any future internal or external developments which affect your brand name, including new markets, cultural shifts, acquisitions, etc.

In The Limelight

Fresh Meaning

Verbal Brand Development

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