PRESENTATION PREPARED FOR
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Overview At Brand Acumen, name creation is our formof artistic expression.
We redefine the fundamentals of using art and language as a guide to developing profound brand identities.
Bill Smith, CEO1200+ Names800 Clients27 Countries Bill Smith was previously the founder and CEO of
Addison Whitney, which today is one of the leading brand consulting firms in the world.
Beginning in 1991 under Bill’s guidance, Addison Whitney worked with over 800 clients in 27 countries.
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Our Success: Name Creations
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Brand: Pavilion Brand: Viagra
Brand Name Creation Brand Name Creation
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Our Success: Name Creations
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Brand: Escalade Brand: Profile
Brand Name Creation Brand Name Creation
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Xbox – Microsoft
Our Success: Case Study
Creating a brand name for a revolutionary video game console
Microsoft asked us to develop a name that would resonate with gamers around the world and compete against other major industry players such as Sony, Nintendo, and Sega.
From our conversations with Microsoft, this new gaming console was expected to communicate the following attributes to the target audience:
Respondents quickly connected with Xbox, noting that it was ‘easy to say,’ ‘cool,’ and different from other console names.
Element
Cybes Xebo Synsato Exar
Xpulse Tast Vertium-------
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Brand name finalists
We conducted QualiQuantitative Interviews with 200 male respondents (ages 8 to 28) to test the 12 brand name
candidates.
Brand name recommendation
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--------- Veom -------- Avelos -------- Cybersant ----- -----Xbox™
Ground-breaking
Adventurous Immersive entertainment Redefine gaming
Addictive Edgy Intuitive
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Our linguistic experts employ theoretical approaches to model brand language in a way that clarifies intuitions about core meanings and explains our creativity behind words without confusion.
As the most integral part of our process, we screen name candidates for legal defensibility and cross-linguistic viability alongside creative generation
Brand Acumen uses a tri-fold approach to creating brand names
Brand Name Development Process
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Landscape Analysis & Review
PHASE 1 PHASE 2
Name Development Market Research Validation
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PHASE 3
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Project Kickoff Competitive ReviewNaming Strategy
PHASE 1Landscape Analysis & Review
Identify and understand existing name strategy,
positioning, market research, potential for growth.
Analyze how competing brands are presented, viewed, named, and accepted in the
target market.
Uncover insights and define objectives with key
project stakeholders.
Our team will ask a battery of questions in order to understand:
What types of messages should the brand portray to existing and
future customers?
Who do you currently consider to be your customer base? The
future customer base?
What type of name do you believe would have the greatest impact
(i.e., descriptive, “made-up,” non-English, and/or a real word)?
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Naming Brief Final Candidate ListName Creation
PHASE 2Name Development
Identify the framework for developing the brand name
candidates, based on the insights from the naming strategy.
Analyze the name candidates with regard to structural analysis, trademark, domain, and common law availability and harvest a short
list of ten to twelve final candidates.
Uncover naming candidates through three separate
iterations of deep source mining and ideation exercises.
A proper name and brand strategy hinges upon discovering the authentic essence and purpose of the brand across all of its receptions—its brand ethos.
Name development will be performed through an iterative process. The first iteration will contain thirty to thirty-five brand name candidates. Our creative team will present each name and identify patterns of words or styles upon which to expand.
We will continue to develop lists of potential brand names until we generate a finalized candidate list of ten to twelve mutually agreed-upon brand names to take into Phase 3.
Our Approach Creative Process
Using a combination of deep inquiry pursuits and ideation exercises, we seed and harvest a short list of name candidates that express the brand’s ethos across a comprehensive range of associations, connotations and evocations, in line with the conceptual target we have established.
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Recruitment QualiQuant Interviews ScoreCard Analysis
PHASE 3Market Research Validation
Identify a sample of 200 key users and
construct a project specific questionnaire.
Uncover user insight on each name candidate by
probing participants during one-on-one interviews.
Provide a quantitative “score” for each of the created brand names.
PHASE 3Market Research Validation
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Xenical
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Scriptability
AuralComprehensibility
Visual AestheticsSyllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Quantitative Score/100
Gender PropertiesPhonemic Simplicity
Brevin Destive Quotra
ScoreCard Categories
Scriptability
Visual Aesthetics
Phonetic Viability
Aural Comprehensibility
Syllabic Balance
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
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PHASE 3EXAMPLE SCORECARD ANALYSIS
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AccuBrand™ ReportWe analyze our data and present our final recommen-dation in the AccuBrand™ Report, a stacked ranking of the name candidates, from most to least viable.
The AccuBrand™ Report serves as our final client deliverable. This report includes our name recommendation supported by our QualiQuant Market Research data and our ScoreCard Analysis.
The AccuBrand™ Report also includes a stack ranking of all market validated names from most to least viable. All final recommended names in the AccuBrand™ Report are available for client to trademark.
Phonetic ViabilityPhonetic Viability
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Intuitive to spell based on pronunciation
(with slight chance of interpreting “i” as
“e”) and poses little conflict as how to
pronounce based on orthography.
Durability & Longevity
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Closed Syllable coda connotes strong
foundation with potential for
technological extensions. Surprisingly
unique in direct space.
Name Refers to BeverageDifficulty to Pronounce
1 2 3 4 5 6 7 8 9 10
Responses 26 11 38 13 20 6 0 0 1 5
0
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Difficulty to Pronounce Calibrium
Yes63%
No37%
Name Refers to a Medical Device Company Interview Breakdown
Loyal Consumers
90
TBD (by client’s request)
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Buyers
90
Sample Analysis
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Testimonial“Since 1995 Bill Smith has done a significant amount of our brand marketing on an outsourced basis. Everything from developing new products, to developing go-to-market strategies, to preparing our annual marketing plan. I would have no hesitation in recommending Bill to any food and beverage company that needs marketing support of any kind.”
Mary Minnick* Chief Marketing Officer Coca-Cola *Listed on Forbes Top 100 Most Powerful Women
Contact Us
Address:
Website:
Bill Smith - Chief Executive Officer Email: [email protected] Phone: 704.906.3402
Spring Place6 St. John's StreetNew York, NY 10013
www.brandacumenstudios.com
