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With their brand-new electric concept e-tron, Audi seemingly leave little to desire. However, the French may disagree when it comes to the name. Why? Because “étron” is French for poop, a subject (or is it fecal?) matter that’s not commonly associated with innovation and premium design. But we don’t like to talk crap about a brand we really like and we’re certain that e-tron runs extremely well. Next time, let Eqvarium help out!

“A truly unique workplace where we all feel like a big family. A family unlike any other.” If it sounds familiar, it is probably because that’s how most companies choose to describe themselves when recruiting new employees. While some work places are truly unique, most company names indicate the direct opposite. In fact, we seem to be living in the age of imitation. For example, Hemfrid, the pioneer in Swedish household-related services, has received competition from companies..

Name Of The Week: Clevrus
Next up in our popular series, is a name that could easily be associated with saving lives. And hey, it’s available for purchase. Grab and grow, people!

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.