Name Generation

Once the naming objectives and strategy are approved, the process begins by developing a list of important name attributes from client input and category research. In some cases, interviews or focus groups among the target audience are beneficial as a starting point.

Brainstorm tracks are created and a process of "structured brainstorming" develops a wide range of candidates to be considered. Word combinations and refinements yield candidate names for client review and a short list upon which preliminary trademark and web URL searching is performed. Word roots and phonemes are explored, contrived names built and common names examined, depending on naming strategy and project budget.

Final candidate names, which must serve as global brands, can be assessed for multi-cultural acceptability and screened for cross-lingual vulgarity. Upon final selection of a name, consideration is also given to tagline and slogan generation, as seen appropriate.

A few of the names which we have created for our clients:

BUY Q		Analytical software used as a segmentation-marketing tool
CyberCrafts		A children's interactive CD-ROM product line
CareGuard		A buttonless, scratchless shirt for the automotive market
The E-zone		A city's multifaceted, tourist entertainment district.
Laser Label		Self-adhesive label designed for the Xerox 9700 (Predecessor to the laser printer)
Luminess		An online service for jewelry retailers
Metro Navigator		A business traveler's city mapping and directional CD-ROM product title
Mobi Dic		Mobile Dictation Software
StorEdge		An ingredient brand for disk drive semiconductors
TeamCasual		A business casual product of clothing
Virt		Virtual Business Phone System