Examples Of Names We Helped Develop
Name & Description
Examples
Puron
United Technologies in Indianapolis (the makers of Carrier and Bryant
air conditioners and furnaces) asked us to come up with
a new name for an environmentally-sound Freon (tm) replacement (Freon is being phased out of all air-conditioners over the
next few years due to environmental concerns). The new name
needed to be short, snappy and easy for dealers and consumers to
remember. It also needed to sound like a refrigerant product.
Coollogic
Future Technology was seeking a brand name for a new multimedia computer. They were looking for something fun, exciting, different, contemporary and memorable. They wanted a name that would appeal to a variety of targets - consumers, engineers, the press, the financial community and employees. They ended up using the name for a product line and also re-christened their company with the new moniker.
Fortra
Temple-Inland hired us to develop a name for a new fiber-cement board that could be used for the trim and soffits on home exteriors. They preferred a short, quick read name that suggested strength and durability while fitting a more innovative, high tech positioning than many traditional wood-based products.
Itzakadoozie
Nestle came to us wanting a name for a long, unusually-shaped ice cream treat that was doing well in foreign markets and was about to be introduced in the U.S. The name needed to sound fun, suggest large size and preferably be a long, fanciful word that spanned the entire length of the wrapper.
Michelin, headquartered in South Carolina, asked us to help develop a name for a new line of premium tires. The name needed to suggest a good balance of features and performance characteristics while fitting Michelin's reputation for innovation and their overall consumer-friendly positioning.
BetterSpaces
The Hechinger Company needed a name for a new home design center superstore concept. They wanted a clever, catchy name that didn't come across as "too cute or contrived." The name had to relate in some way to what the store was all about, without being too generic or descriptive.
Pizza Cravers
Frito-Lay was coming out with a new flavoring for their Doritos (r) line of chips. The name needed to be very descriptive of the pizza-like flavor while having a bit of an edge to it. They wanted something a little more fun, compelling and ownable than a generic name like "Pizza-Flavored."
Inroads
Blue Cross and Blue Shield of Texas was launching a new behavioral health service. They asked us to develop a name that avoided the negatives associated with lots of other behavioral health programs, while sounding more upbeat, positive and progress-oriented.
Solid Edge
Intergraph in Atlanta retained us to help them name a new CAD/CAM package designed for engineers. They preferred a name that suggested leadership, that implied giving the user a significant advantage over the competition, and that related to what CAD/CAM tools are all about.
All Systems Go
An advertising agency in Ohio asked us to help them name their client's company-owned automotive
service stores. They wanted a name that sounded action-oriented, positive, upbeat, responsive
and that clearly differentiated these new stores from franchisee-owned stores.
Mondera.com
Gemporium.com, a New York City jewelry e-tailer, felt that their current name sounded too cheesy and discount oriented. They came to us seeking a more upscale, sophisticated, international sounding name that would work in both the U.S. and overseas, especially in Europe. They also wanted a name not already registered by someone else as a dot-com on the Web. We coined a word from the French root monde which means "world" and the root era which might suggest the dawning of a new type of jewelry business. The resulting name was easy to spell, rolled off of one's tongue and supported a classy, high-end brand image and positioning.
Positive ID
A Minneapolis-based advertising agency had a telephone company client who was launching a new computer security service. The name needed to relate to proper identification, security and control while being memorable and distinctive.
