Apple. Google. Uber. Netflix. These are just a few of today’s dominant brand names, and they’re so engrained in our culture that we forget at some point the brand was only an idea. And like so many emerging brands today, these ideas needed a name. But how do you get there? How do you get to a name that is both unique and ownable? How do you avoid watering down the thinking? How do you stand out in the marketplace?
Getting it right isn’t something we take lightly—we realize choosing a name can be a risk, not to mention a significant investment. That’s why we have developed and refined our process over the years—to ensure successful outcomes.
At GS&F, we have a proven process and track record for getting to the right name. What makes our process unique is that we start with your business strategy and then work tirelessly to remove subjectivity from the evaluation process. Our objective: develop a name that can win in the marketplace as ownable Intellectual Property. Our approach: take what you “like” out of the equation.
For us, naming never starts with what we like. It starts with what will win. Naming is more than a whiteboard, a group of marketers and a few brainstorming sessions. Instead, there is a science behind naming—a proven strategic process with a creative outcome. It’s 80% strategic thinking and 20% creative magic. It yields captivating names that are also strategically positioned to win in the market.
With help from a few of our Friends, let’s pull back the curtain on the naming process at GS&F to see how strategy—and a bit of creative magic—work together.