Large B2B groups in expansion often need our help in creating a global brand strategy that includes names. The strategy needs to cover the entire product portfolio and include creative guidelines for naming processes. Many of these companies grow both organically and through acquisitions. Therefore, one of the recurring challenges is the management of acquired brands and the integration of a purchased product portfolio. Setting a brand strategy that includes an acquisition strategy…
‘Your brand name needs to be just as strong as your product’. Many companies and products are mayflies. When brands disappear as quickly as they came, it is often due to lack of quality behind the polished facade. It may have sounded appealing and looked good, but made no difference for the customer. However, sometimes it is just the opposite – the product is great and the demand is there, but the brand strategy and presentation are lagging behind.
Name of the Week: Akribon.
‘Akribon are simply next level by any measurement. Perhaps that’s why they have the highest client satisfaction of the year three years in a row. It’s almost annoying!’
How Can You Name Something If You Don’t Know What It Is?
Creating a great brand name comes with certain requirements. One is to be able to answer a seemingly simple question: What are we going to name? That can’t be too hard, can it? You’d be surprised. Lately, I have noticed that many companies struggle with their brand architecture and strategy. They simply aren’t too sure what they’re in fact selling and even less certain about their brand position..
In CRM, client satisfaction is crucial. Imagine working up a reputation and a great online rating for your services, just to have it shattered due to an unfortunate name decision. Something like that recently happened to Swedish Lundalogik, when they changed their name to the more generic Lime Technologies. The new name was in fact so generic, that it didn’t take long before upset and angry customers started calling. System breakdown? More like a flat tire..
A great name speaks volumes and extends your brand – something that Rapunzel of Sweden, quite literally, manages with ease. The business has taken its name from a well-known Brothers Grimm tale, where a pretty girl in a tower lets people climb up there using her hair. Obviously, it’s very long and of high quality. We think this is a great use of symbolism and a fine example of how a name can create instant brand recognition.
A naming strategy, inside a branding strategy, inside a business strategy. A too difficult recipe to master, is it?
When I started working with names, I noticed that many companies looked at naming as a no-brainer. Very often, the responsibility for naming a new product was intertwined with the development team. There was a certain “you created it, you name it”-mentality going on. But evidently, creating names in an ad hoc way is not the road to brand consistency.
It’s often said that while good artists borrow, great artists steal. But if you are a total knock-off, you better brace yourself for a big fat lawsuit … This is exactly what happened when the 1990s TV-show host Elvira was sued by her biggest influence, the less successful glamour ghoul Vampira, who was the first ever female horror host back in the 1950s. When two feisty..
Why Better Safe Than Sorry Is the Golden Rule of Naming.
Many describe their company as their “baby”. An overused metaphor for sure, but people like it for a reason. It is about something you truly cherish in life, something that requires all your attention and time. Even if you don’t have a real baby yourself, you’ve probably experienced how difficult it is for parents to find a name worthy of their little prince or princess.
Every week, Eqvarium will post a name in social media that we find interesting from a professional point of view.
This is a fun and fast way for us to explain what we do, but also an inspiration source for you.
We want it to be like a dictionary for naming – hence the layout.