Naming/ Tags/ Positioning Project Objective:
Develop copy that reflects the strategic aims of the business
Used to evaluate. A typical list usually includes legibility, ownabilty, relevance, availability, positioning and competitors. The criteria is used to see if the new name reflect the brand and business strategy.
Create name themes:
Define 6 conceptual thematic directions. Exploration of existing category descriptors.
A cross section of names will be presented that include literal, abstract and emotive solutions
Create shortlist 1-2 preferred names per theme (8-12 names) based on brief.
Rationale for each name.
Apply names to generic communications.
Long list also included
Preferred option – rationale explaining why.
Nomenclature – naming structure for organisation, in context to brand architecture
Preliminary check completed by Lucas. URL availability. Google check.
Language check, multi language capabilities
Ease of use (spelling and pronunciation)
Comparison against direct competitors
Final legal check completed by independent lawyers.
New brand name