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October 2011 - Page 2 of 3 - Branding Strategy Insider

Brand Naming Strategy

Brand Naming Strategy

October 12, 20113 min

Brand naming, whether it be corporate or product names may seem simple, however it is anything but. Generally, for a final brand name that makes it through all of the evaluation hurdles and is accepted by the client, hundreds, if not thousands of names were explored. So, what makes naming so difficult?

Successful Brand Identity Change Begins Within

When organizations and brands are in the process of changing their identity, I’ve noticed a tendency that it’s easier for executives to focus their energy on “breaking the change to the world” through measured marketing communications, rather than creating a prior strategy of bringing the inner-vested into the identity conversation early on.

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