Namebrand is the role model for agency work: Professional, passionate and pushy. This company wants your success. If you want it too – hire them.
Mario Weiss, M.D., MBA, CEO GAIA AG
Robert Siegel talks with Clive Chafer, naming guru …
As is the case with many clients, the Forum for Youth Investment came to Namebrand having exhausted its in-house naming processes. The problem they faced was to come up with a name and URL for a website that would act as a conduit for information, action and contributions to nonprofits working on behalf of America’s young people. It therefore had to be appropriate for a diverse group of organizations whose focus was on young people aged from 0 to 20. This precluded the use of many of the most obvious terms relating to the website’s target (kids, children, youth, young people), since none was sufficiently inclusive. Yet the name still had to be easily understandable, and cover the broad range of purposes (information, advocacy, fundraising, etc.) which the website would serve. Added to this was the need to reach consensus among the dozen or so members of the steering committee representing the sponsor group. The final challenge was the inevitable difficulty of finding an available URL using real English words in an already crowded area. The felicitous result, embraced by all the players involved, was SparkAction.org. Not only does this name embrace all the activities the website covers, it also serves as a call to action and an inspiration to those who are or might want to become involved.
A second phase of the project involved developing a tagline/slogan to accompany the name, and make its purpose explicit. Namebrand’s stirring solution was “For children. For youth. For change”. Again, this was enthusiastically adopted by all the parties involved, and makes a prominent and effective contribution to the website’s identity.
In early 2008, Eric Taussig of Taussig Dennis Group approached Namebrand to help them name their start-up providing offshore administrative services, as well as two descriptive names for their initial service offerings. The company name had to embrace not only the planned first round of service offerings, but also future offerings whose scope would potentially be very broad. The name needed to sound professional, effective and reliable, as well as high-end and aspirational. Communication objectives included ideas such as empowerment, assurance and enhancement. Essentially, semantic meaning was not a crucial aspect of the name; more important were tonal quality and linguistic “feel”. We guided the client through several iterations of names, some with more transparent meaning than others. Gradually, a consensus emerged that a relatively abstract name was right for this company. Prialto was selected for its uplifting tonality and its ease of pronunciation and intuitive spelling by speakers of many languages. The company has been delighted by the name’s performance. Eric reports overwhelmingly positive responses by both clients and funders, and the company has thrived since its inception, despite the difficult economic situation. Go to www.prialto.com for more information on the company’s services.
Bradley and Clive worked with me to find a title for my book. They were extremely attentive, listening deeply to what I wanted from them and working creatively and persistently with me until we found it. They generated long lists of ideas, invited plenty of input, provided their guidance, expertise, and opinions, and took a personal interest the project. I cannot recommend them highly enough.
– Joelle Jay, Ph.D., executive coach and author, The Inner Edge: 10 Personal Practices for Success in Leadership and Life.
Mario Weiss and Johann Meyer-Christian of GAIA Consulting in Switzerland came to Namebrand to create a name for their online health service. Based on our briefings, creative directions discussed, key concepts, vocabulary, word parts, and language roots, we had two rounds of creative naming exploration. We created hundreds of names from which we selected the strongest candidates that most compellingly communicated appropriate messages as well as names that have suitable sound symbolism.
There were several content areas that could be covered and spread out our creative work to cover the most important messages. Vocabulary areas such as “evidence, analytical, and pragmatic” were counter balanced by terms such as “freedom, liberation, and ascend.”
We strove for content but also a sense of “technical.” Finally after the presentation Mario and Johann chose Deprexis based on the strong-sounding “-xis” ending combined with “depression” which was the main focus of the service.